'Going Global': The Case of Chinese Brands

Despite its position as the 'world's largest Original Equipment Manufacturer (OEM)', the presence of China's brands is negligible in the global market. However, inspired by many internal and external factors, they are striving hard to position themselves as global brands. While s...

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Bibliographic Details
Published in:ICFAI journal of business strategy 2017-09, Vol.14 (3), p.41-57
Main Authors: George, Jijo, Kumar, S Victor Anand
Format: Article
Language:English
Subjects:
Brand equity
Business education
Globalization
Innovations
Joint ventures
Manufacturers
Manufacturing
Market entry
Market segments
Marketing
OEM
Personal computers
Public opinion surveys
R&D
Research & development
Studies
Success
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Summary:Despite its position as the 'world's largest Original Equipment Manufacturer (OEM)', the presence of China's brands is negligible in the global market. However, inspired by many internal and external factors, they are striving hard to position themselves as global brands. While some of them were extremely successful, many of their counterparts failed miserably. This study tries to draw up on the successful and failed cases of Chinese brands 'going global' to generate guidelines for the aspiring Chinese global brands. The study also tries to develop a global brand building strategy for Chinese brands based on the brand orientation framework of Urde (1999). Research on the scope of global brands in Chinese markets is abundant, but there are few studies that explore the scope of Chinese brands in the global market and the branding strategies required to compete in the global market. This study fills this gap by examining the prospects and challenges of Chinese brands in the global market.
ISSN:0972-9259