In order to revitalize their brand, the leading global tissue manufacturer Kimberly-Clark has created a brand character for Scott paper to enhance the emotional connection with consumers and manage the product’s brand equity.

After the hot movie Iron Man, here comes the real iron for men, manufactured by Dutch electronics giant Philips. Philips felt that men wanted a more robust, heavy-duty tool to tackle hampers of laundry, with a larger grip and more masculine design. So it created the GC4490, with the slogan “more power, more steam, more performance”.

As the Dragon Boat Festival approaches, many international food chains are launching their special products for this traditional Chinese festival. Starbucks stood out last year when it launched its “ice zongzi” and received positive feedback from consumers. This year, Starbucks is taking their localization attempts one step further and releasing Dragon Dumplings with 5 tastes and colors, which represent 5 blessings: coffee stands for warm love, gold for bright future, green for persistence, rose red for good luck, and white for peace. There are already many local and foreign brands offering customized moon cakes surrounding the Mid Autumn festival in China, will zongzi for Dragon Boat festival be the next big thing?

Say goodbye to Vodkat. A British court recently ruled in favor of Russia-based vodka brand Diageo who claimed that vodka must be “a legally protected product which should conform to EU content regulations”.

With the advent of the trysumers, a new wave of consumers who are willing to try just about anything, many companies are taking novel approaches to their brand and marketing strategies. First there was the flagship store, pop-up retail, and then tryvertising, but now a lot of companies are developing their own brand spaces.

In this article, we give an overview of the white goods industry in China and identify the brand implementation strategies being used. We then discuss the importance of building brand strength in this growing market.

Recently Shanghai Jahwa, the largest local cosmetics enterprise has officially launched a cosmeceuticals brand “Yu Ze”, marking its entry into the medical cosmetics market. The chairman of Jahwa, Ge Wenyao, stated that brands like Avene, La Roche-Posay and Vichy occupy nearly 60% of the current cosmeceuticals market in China, making it a strategic area for Jahwa.

On 20th, December, 2009, Shanghai Jin Jiang International Hotels announced the acquisition of Interstate Hotels & Resorts, the largest independent hotel management company in the United States, through a joint venture with the US-based real estate investment firm Thayer Lodging Group.