October 19, 2006
Is China Brand-Blind?
Yes, China is growing rapidly. Yes, China is a low-cost producer. Yes, China is growing rapidly.
But can Chinese companies brand? A very interesting article by Gordon Fairclough in today’s Wall Street Journal seems to suggest that businesses in China place a low value on brand-building and prefer to emulate (or steal) international brand names.
I have written frequently about Starbucks' effort to protect its mark in China:
- Trademarks: Think Locally, Protect Globally (10/10/05)
- Can Starbucks Keep the Xing out of Xingbake Café? (01/19/06)
- Brand Naming: Protecting Starbuck’s Brand in Asia is a Venti Order (10/17/06)
However, the Wall Street Journal has identified 7 other instances of Chinese companies emulating international brand names and logos (see image to right.)
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