Marketing In Scope, Branding In China (Excerpt)

How can Branding Influence Business Decision in China?

Marketing in Asia Symposium

2008

© Copyright 2008 Gulich & Associates, Other logos and Names are copyright by their respective owners.

Identity

Identity inherits easy to

r e m e m b e r n a m es ,

values and symbols

t h a t c a n b e e a s y

i d e n t i f i e d b y t h e

c o n s u m e r . T h o s e

pattern al lowing a

c o n n e c t i o n f r o m

f o r m t o c o n t e n t .

P e r s o n a l i t y a s

expression of mental

as soc ia t ion of the

consumer with the

brand which deliver

emotional, functional

or usage benef i t s .

PersonalityMarketing

Mix

The marketing mix as

p a r t o f t h e

implementation and

creating a visibility to

allow consumer the

bu i l d a s soc i a t i on s

between identity and

for m the picture of

p e r s o n a l i t y .

Brand Management

Corporate Mission


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Chinese Cultural

Influence

Western Cultural Influence

Risk taking

Creativity

Individualism

Empowerment

Crowded

Competitiveness

Group obligation

Balance

Predictability

Central Power

Protection

Anxiety

Fulfillment

Spacious


Ying and Yang

For Chinese people it

as en essential part

of definition of life

where it symbolizes

that destiny is

cyclical and changes

appear continuously.

Guanxi

A web of

relationships to help

to ease risk-intensive

decisions where it

reaches from

business into

friendships.

Tradition

The Chinese value

system has been

developed over the

past 2000 years and

inherit a large amount

of traits that are

important for

communication.

Knowledge

Knowledge

(Confucian, Dao) is

admired as goal to

be mastered and

therefore shaped

with certain

importance in terms

of achievement.


Products that are publicly displayed will allow a premium and demonstrate success and allow higher projected individual identity.

Status or Success Projection Competitiveness

Aspiration and Goal orientation Predictability

Show the goal of a dream and the aspiration to reach it.

BalanceLow profile and don’t show off

Products need to be wrapped into a concept that allows to keep balance between show of status and non-attention.

Central Power

Family and Protection

The family need to be protected, children need to develop talents where the home function as fortress.


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Morning Sun,

Strength, Wisdom, Victory,

Shake, Cosmos, Forward, Success, Climb, Bright,

Great, Thunder, Dragon,

Surpass, Radiate, Peak

H o w t o s y m b o l i z e p o w e r a n da s p i ra t i o n t o t h e C h i n e s e c o n s u m e r ?


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