A great brand name is one of the most important assets of a company. It conveys the brand identity, it tells people what the company does and why it does it better than others, and it gives space for creative design and communication developments. One phrase – preferably no longer than 4 syllables or 4 characters – that can tug the heartstrings of your audience.
Creating a brand name that wields this much meaning is quite a challenge.
But such a challenge becomes even greater when it comes to the Chinese market!
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China’s growing affluent consumer segment has been attracting worldwide luxury brands for a long time. Gucci, LV, Zegna, and many other top brands tapped into the Chinese market in the early nineties, long before it started generating revenues. And quite rightly so, as it seems clear that the Chinese luxury consumer market, which did not even exist a mere 20 years ago, is on the path to dominate top end retail.
But what about domestic luxury brands?
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In order to better understand where Chinese luxury brands stand domestically and internationally and have the point of view of an industry insider, we interviewed Helen Lee, an up-and-coming Chinese luxury brand designer.
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The tainted milk scandal that has claimed the lives of four children and sickened thousands more risks having a long lasting effect on the “Made in China” brand, especially with regards to the food industry...
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This is the 3rd article of a 6 part series on branding
Here we are back for our bimonthly appointment on branding. To refresh your memory: in the first article “Brands at Labbrand” the concept of what a brand actually is was illuminated and a holistic branding model which defines the dimensions brands interact on with different stakeholders was briefly introduced.After having discussed what branding actually does in the second article we come to clarify today what some might argue is the most important dimension of holistic branding - markets and customers - and explain why solid market research is such a vital part of any successful branding strategy...
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In the last couple of years, the market for luxury brands in China has changed dramatically. Gone are the times when luxury flagship stores barely made any profits and stayed in the country just to ensure presence. Today, Chinese consumers count for 10% of the world’s luxury purchasers either in or out of mainland China, and it is quite likely that this percentage will continue to rise along with the rise of income and retail spending levels...
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Interacting with your customers in today’s business world has become a must.
Does this sound like too much of a strong statement? Well, maybe “must” somehow overplays what is today’s reality, but it is indeed true, since all you hear marketers and advertisers talk about lately concerns interactive medias, how these are changing their panorama and how much are they gaining momentum...
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Nowadays, if you have a walk along the crowded street of Shanghai, or any another Chinese city, you cannot help but notice that the distinctive "omini" logo that Kappa prints on its apparel are all over the place. Yet, it has not always been like this. On the contrary, when Kappa first entered the Chinese market, it met no warm welcome from local consumers.
Looking at how successful the brand is today, we decided to look at its development in the country in order to bring forward a practical example of a foreign brand that overturned its fortune in China by investing in branding...
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This is the 2nd article of a 6 part series on branding.
In the first article “Brands at Labbrand” the concept of what a brand actually is was illuminated and a holistic brand model which defines the dimensions brands interact on with different stakeholders was introduced.
The objective of the second article is to explain what Labbrand understands in regard to “successful branding”, to make the goal of branding clear...
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Chinese companies have been growing in volume for the past twenty years or so at a never seen before pace but their products have generally lacked a proper brand strategy and model.
At Labbrand, we see Chinese companies beginning to position their brands to be global brands. We can see them blossoming already, at home and, in some cases, testing international markets. But this is just the beginning and Chinese brands have a long way to go to compete globally...
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