Anticipating the rapid development of the Chinese market, many global luxury brands are trying to regain direct control by buying back their operations from their Chinese business partners.

As the most competitive auto market with 102 existing brands, China is welcoming its 103rd brand—Baojun, meaning “treasured horse”. This new line of inexpensive passenger cars is a joint venture between General Motors, Shanghai Automotive Industry Corporation and Wuling Motors. The Baojun brand will be sold at Wuling dealerships throughout China.

Gap has unveiled its plans to enter the Chinese market as part of its global expansion strategy. The retailer will open stores and launch an online site by the end of 2010.

This is Part 2 of a three part series of blog posts discussing approaches brands are using during the 2010 World Cup. These approaches include new product introductions, social media campaigns, and creative brand communication activities.
Now, let’s have a look at the social media campaigns surrounding the event.

This year we can clearly see that brand communication approaches have become more diversified and creative. From sports-apparel companies like Nike and Adidas, to online brands like Yahoo and Facebook, to financial-services firms such as JPMorgan Chase, numerous companies are striving to communicate their brand names and messages as the world enjoys the football extravaganza from June 11 to July 11, 2010.

Even during the global financial crisis the economy of China continued to boom, causing many global companies to increase their investment in here. Global retail brands aim to penetrate deeply into this attractive market, and thus require an effective brand strategy that takes into account brand localization.

During its initial release by Twentieth Century Fox in December 2009, Avatar had one of the most extensive merchandising programs ever- 125 licensed products were manufactured across four categories (toys, apparel, publishing, video games). Since then, retail sales have been booming, recently reaching the $153 million mark. Despite the lack of a confirmed movie sequel, Fox plans to extend the Avatar brand’s long term plans, by producing more licensed products in time for the crucial fall back-to-school, Halloween and holiday shopping seasons. New products will include costumes, board games and bedding items.

Today, many corporations suffer from brand proliferation, a phenomenon in which companies keep producing more and more brands without giving strategic consideration to how these additions affect their overall brand portfolio. This article reviews key terms, concepts, and tips related to brand portfolio strategy, the strategic approach to preventing brand proliferation.

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?