Brands work best when they com­bine de­sign and man­u­fac­tur­ing su­pe­ri­or­ity, func­tional ex­cel­lence, su­perb ser­vice de­liv­ery with emo­tional at­tach­ment and an at­trac­tive and unique per­son­al­ity.”

China Daily (USA) - - ANALYSIS -

David Haigh,

CEO of Brand Finance

where brands can flour­ish, copy­right and in­tel­lec­tual prop­erty can be pro­tected, and coun­ter­feit brands are strictly pro­hib­ited, she adds.

Tem­po­ral, who is also a vis­it­ing pro­fes­sor at Pek­ing Uni­ver­sity’s HSBC Busi­ness School in Shen­zhen, says: “Ev­ery na­tion has an iden­tity, and if that iden­tity is very pos­i­tive, then this will help com­pa­nies com­ing out of China into the world mar­ket be­cause it is a coun­try-of-ori­gin ef­fect, and if they do well, then this spins back to the na­tional brand.

“This is what hap­pened with coun­tries such as Ger­many. They are known for re­li­a­bil­ity, qual­ity and en­gi­neer­ing, and there­fore if all the brands that come out from Ger­many, par­tic­u­larly in au­to­mo­biles, are fine, peo­ple are quite happy,” he says.

For a long time, China’s eco­nomic growth has been heav­ily de­pen­dent on low-cost man­u­fac­tur­ing rather than mar­ket­ing and brand­ing, and re­search and de­vel­op­ment. R&D, how­ever, cre­ates in­tel­lec­tual prop­erty and trade­marks, patents and copy­rights, mak­ing it dif­fi­cult for com­peti­tors to imi­tate.

Sim­i­larly, mar­ket­ing ac­tiv­i­ties cre­ate brands and loyal cus­tomers, which pro­duce dif­fer­en­tial ad­van­tages for the coun­try, Wang says. “All ma­jor ad­vanced coun­tries have both in­no­va­tion ca­pa­bil­i­ties and strong brands.”

In a 2015 Best Global Brands re­port by In­ter­brand, eight in 10 of the world’s 100 most valu­able brands were from the US, with Ap­ple rank­ing first with $170.27 bil­lion, fol­lowed by Google, Coca-Cola, Microsoft and IBM. Only two Chi­nese brands were listed in the top 100, Huawei ($4.95 bil­lion) at 88, and Len­ovo ($4.11 bil­lion) at 100.

Tem­po­ral ex­plains that the se­cret recipe for these valu­able global brands is the abil­ity to emo­tion­ally con­nect with con­sumers, and most Chi­nese brands do not have the knowl­edge and skills so ably demon­strated by West­ern com­pa­nies in this as­pect of brand build­ing.

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