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markets, branding will be increasingly important to Chinese firms. To compete, these companies will need to
improve their brand management capabilities and fundamentally change their strategic thinking.
These are the most important practices for Chinese firms to implement, to build successful and recognized
brands:
1. Cultivate a deep understanding of what a brand is… and isn’t
2. Develop the advanced capabilities necessary to manage a portfolio of strong, differentiated brands
3. Strengthen brand management organizations and governance processes within the company
4. Improve the measurement of brand success and create tracking processes to respond effectively to
market results and changes in consumer response
Through practices like these, you develop proficiency, and strategic brand management becomes part of your
company’s identity, enabling a much better value proposition for consumers in Chinese markets.
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BoozCo_Branding-Chinas-Achilles-Heel.pdf
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