Developing fresh and compelling brand stories in China

Beijing-based Warren Wang, Managing Director, China, describes the role of branding in elevating China to the global stage.

Building brands in China

Eric Lin, General Manager of Siegel+Gale’s Shanghai office, discusses the rapid growth of the Chinese market and how we are helping companies build their brands through powerful, fresh and relevant stories that engage consumers.

Siegel+Gale China

Asia

Beijing

The political capital of the People's Republic of China, Beijing is also its educational and cultural center. From our office in the China Overseas Plaza in the vibrant Chaoyang commercial district—nearby to hundreds of major multinational companies, media organizations and foreign embassies—we are well positioned to help organizations dramatize their distinctive stories to China—and the world.

Shanghai

The showpiece of the world's fastest-growing economy, China's most populous city exerts a global influence on finance, culture, art, fashion, research and entertainment. Our Shanghai office is located in a converted factory in the historical Hongkou district, amidst a flowering of commercial development, art galleries and boutiques. In a city that celebrates design, we bring a unique combination of art and science to a new frontier in branding.

Featured work

Microsoft

Your Window to the World

Microsoft's Windows operating system is an indelible presence in the daily lives of people the world over—and has been for decades. The troubled launch of Windows Vista, however, brought challenges, the likes of which Microsoft had never experienced. Consumer "intent-to-purchase" scores for Windows PCs dropped, and Apple Computer started nipping at market share. See case study

Recent blog posts and white papers

October 27th, 2011

The trust imperative for Chinese brands

If you were to type the word “China” into a search engine, you’ll likely see a number of boldface headlines declaring the strength of the Chinese economy and its breathtaking...

For companies to excel, internal branding comes first

During a recent visit to China Jianyin Investment on Sep. 20, 2011, our co-CEO David Srere was welcomed by the company’s President Mulun Zhang and Deputy President Zhihong Liu. They...

Location branding: Shipai the "maverick"

The term "location branding" is becoming a hot topic in Chinese political communication. This is because in Chinese society, city municipals play a decisive role in political, economic and cultural...

Going Global: The Unique Demands of Global Qualitative Research

As brands expand into international markets, the need for global qualitative research has become more pronounced. But providing clients with fresh perspectives and consumer insights means taking into...

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June 15th, 2010

A New Dawn: The Sun Rises in the East

There are exciting times afoot for the world of brands. Whether you are a global brand with an existing presence in Eastern marketplaces, a dynamic, growing brand that...

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