The Chinese Way to Brand Identity

In the Feb. 13 edition of The New York Times William Holstein, editor in chief of Chief Executive magazine recently interviewed Oded Shenkar, professor of international business at Fisher College of Business of Ohio State University and the author of "The Chinese Century" in regards to how Chinese are seeking increased brand identity in the US market.

The article The Chinese Way to Brand Identity [log in required] provides excellent insight into why market entry for Chinese companies will be remarkably different from the way the Japanese or Koreans did it in the 80s.

In having worked with many Chinese manufacturers, we see there is great opportunity for US manufacturers and marketers to work with the Chinese to bring product and brands to market in the US. The article states, "Both Haier and Kelon started with niche products, such as small refridgerators used mostly in offices. They are gradually expanding. They already are opening manufacturing facilities in the United States. Because of the nature of their products, there are substantial shipping costs from China."

As we always preach, it will be critical for US marketers and manufacturers to have insight into the Chinese business culture and learn how to effectively create partnerships and trust between them.