Can China Brand Its Products Past Its Borders?
WEST LAFAYETTE, Ind., July 20 (AScribe Newswire) — Chinese manufacturers are attempting to expand by acquiring foreign companies, but a Purdue University international marketing expert warns that the Asian country’s new companies will most likely struggle when it comes to creating global brand image and loyalty. “The buzz right now is about China’s recent and probable purchases of American companies and its investing of resources in new companies to create international brand forces,” says Jay Wang, an assistant professor of marketing communication. “But buying or creating such companies is just a small step compared to establishing the brand with consumers around the world.” Wang defines international branding as products’ capability to relate with consumers in different countries. Business Week magazine rates the world’s top 100 brands in August. Last year’s top 10 were Coca-Cola, Microsoft, IBM, GE, INTEL, Disney, McDonald’s, Nokia, Toyota and Marlboro. One limiting factor in China
