Chinese businesses, frankly, don’t yet understand branding.
November 5, 2009 —
Chinese businesses are temporarily content to be the world’s manufacturer, even though the $6 item purchased in the US delivers to them only one dollar out of the six, far less than it delivers to the brand holders. But they will learn, and the impact on Chinese GNP will be profound.
Yes, Lenovo is a solid and growing Chinese brand, but it’s the exception. Consider three firms who hope to gain a foothold in American and European markets: TCL, ZTE, and BYD. (Notice a pattern?) If we were to ask you what they make, you’d likely draw a blank. If we told you they make televisions, cell phones, and hybrid cars, respectively – and then asked you again tomorrow – you’d probably go blank again. The lesson?
We recommend our White Paper that suggests company naming should never be done by the company owners: The Curse of the Three-Initial Company Name.
We welcome your comments.
Is it time to personalize the Chinese brands? I’m thinking of what the Japanese consumer brands did when they were breaking into our market: Datsun/Nissan had Mr. K., Sony ran ads about their quirky researchers, Subarus were cute…
All the Chinese brands are kind of faceless, corporate, evoking big scary manufacturing facilities instead of, e.g., quirky Japanese laboratories. So let’s get some adorable spokespeople, completely made up if necessary.
I happen to thin that’s a job for PR, vs advertising, but what do I know?…
Posted by Cowperthwait on Apr 6, 2010 at 3:05 pm
I think you’re on the right track. In American perceptions, Chinese industry is massively impersonal and monolithic. A bit of wit, as in self-deprecating humor, would be an unexpected delight, and quite disarming.
Posted by Bob on Apr 7, 2010 at 9:59 am