Much has been made of Chinese companies “going global.” Yet as we look around, we find that few have truly established themselves on the global stage. Some have gained early traction in developing markets, often as value brands. Others have taken bolder steps and made high profile acquisitions of established businesses. However, for every Lenovo or Huawei success story, there are countless Chinese companies that have pursued growth opportunities overseas with little success. Few have been able to overcome the stigma surrounding “Made in China.”
The reality is that after years of hype surrounding Chinese companies going global, the world is still awaiting brands from China that can be held as high esteem as their global counterparts.
The brand name is the most ubiquitous and visible element in a brand strategy, so it is important to get it right. Nikolas Contis of Siegel+Gale San Francisco outlines some best practice in brand naming
The fourth annual Global Brand Simplicity Index™ evaluates the state, significance and impact of simplicity on brands. This year the research explores the relationship between simplicity and employee innovation more deeply.
Buying a home is arguably the most emotional purchase one can make—and that’s especially for the first-time buyer. These “property virgins” account for almost 35% of homebuyers, who are slowly driving the demand for inventory.
Siegel+Gale's Global Brand Simplicity Index: United States reveals that simplicity sparks profits, loyalty and innovation. This year’s survey shows that brands willing to simplify their consumer experiences and interactions stand to gain more loyalty—and more money. Read the report now.
Ask 100 marketing professionals to define “branding” and rest assured you’ll get 101 different answers. Some believe brand is reputation, others define it as what people think of when they see your logo and still others see it as an expression of the values you share with customers. These aren’t wrong, they’re just too narrow, and all of them represent an external-only view.
There is no denying the “Intel Inside” cooperative advertising campaign was hugely successful. Convincing manufacturers to place the “Intel Inside” logo on their products and focusing the brand message on the value of Intel microprocessors was genius. In fact, it helped catapult the nascent PC market to mainstream status.
A brand name is the most powerful piece of messaging. It’s also one of the most ubiquitous components of any branding program. Pursuing a name is an involved process that can be time-consuming and expensive—involving trademark clearance, language and linguistic analysis, registration of domain names and corresponding activities, such as positioning and visual identity. And the marketplace is crowded, making it hard to find a name that is both unique and compelling.