Made in China 2008: The Challenge for Chinese Brands Going Global

There are a few Chinese brands like Lenovo, Tsingtao, Geely have continued reached towards the global market. However, the negative associations of poor quality, low safety, and cheap are deeply entrenched in the image of Chinese products. Now is the critical moment for Chinese business leaders to rethink the next stage of growth. This transformation must not only take place in technology, quality control and international cooperation, but in brand creation and brand management. This report provides a tangible assessment of the made in China label and the progress of Chinese brands.

Quality and safety issues and a “low price” image still dominate the perception of products from China. The Beijing Olympics improved perceptions, though gains were quickly erased by the milk scandal. The survey shows that only 6% of respondents agree that they like to buy Chinese products and brands. For all the hard work and investment put into the Olympics, 66% of respondents agree that the Made in China label hurts Chinese brands.

The transformation of the made in China label and the acceptance of Chinese brands overseas cannot be made overnight. The first challenge is to improve the quality and safety of all Chinese products.

For any Chinese brand to succeed, every Chinese brand must take responsibility to deliver on its promises to customers.

Among self-identified brand purchasers, brand personality is critical to success, but Chinese brands do not currently possess personalities that influence critical purchase intention.

Interbrand’s Made in China studies are designed to gain a greater understanding of global attitudes toward Chinese products and brands.

Interbrand. 4 Jan 2010 http://www.interbrand.com/