Shrugging off stereotypes

Chinese brands have long suffered from negative brand perceptions in the international market that link them to low-cost and low-quality goods.

Things are getting better now as both established and emerging global brands are striving to shed this reputation.

A report released by London-based WPP, a public relations agency, early this year showed that China’s brand image is shifting. It predicts that as more Chinese brands go global, consumers will become more receptive toward them, which in turn will facilitate their growth.

China’s leading global information and communications technology solutions provider Huawei is quoted as an example of a company that succeeded in shrugging off negative stereotypes. Huawei has proven it can compete with even its fiercest rivals in global markets, such as Apple and Samsung, thanks to its strong brand image and good research and development capabilities.

The report’s findings are very encouraging for Chinese brands hoping to continue their expansion internationally. It concludes that the circumstances are now favorable for Chinese companies to establish brands based on their high quality and emotional connections with overseas consumers.

Symphorien Ntibagirirwa, Director of Institute of Development and Economic Ethics in Burundi, notes that African customers pursue value and quality rather than low prices when purchasing foreign products.

“They are more familiar with Chinese home appliance brand Haier, for example, thanks to its valid global branding strategy and competitive advantages in technology, design and services. It changed the way African customers perceive Chinese products.”