Chinese Brands and International Consumers

On January 25, 2012, in Adam Roseman, by admin

According to a newsletter article by ARC China’s Adam Roseman, consumers beyond China are unfamiliar with Chinese brands.

Millward Brown and WPP went over the facts and found that 83% of consumers outside of China have not heard of or don’t remember the name of a single Chinese business.

The newsletter writes, according to Adrian Gonzalez, that “that message is significant, given that China wants badly to create its own global brands… Chinese companies like appliance maker Haier and computer electronic company Lenovo that aspire to be global household names will need to better distinguish themselves to become more recognizable to the world’s consumers.”


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