Brand positioning, the image of the brand within the consumer’s mind, is no longer a fixed, static concept. Instead, it is becoming increasingly dynamic and often varies across countries and cultures and according to specific consumer experiences.
Almost 20 years ago, I first set foot in developing China, and into the early boom years of that country’s remarkable transformation. As the first Marketing Director for Procter & Gamble China, over the next 3 years I saw the incredible vibrancy, growth and opportunity of a developing market firsthand.
China is the “must win” market for global brands.
Chinese organizations have unique challenges and advantages in their home market. Here are 10-steps specifically designed for Chinese CEO’s to successfully channel their resources to build powerful brands.
From the moment the fireworks exploded over Beijing at the Olympics’ opening ceremony, you knew something fantastic was taking place.
