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Brands & Branding and Private Labels Case Study

Case Title:

Branding China: From Manufacturing to Marketing

Publication Year : 2010

Authors: B Gopal, K Mamatha and C Chatterjee

Industry: General Business


Case Code: BBP0120IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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During the 1990s, China emerged as a significant manufacturing hub and the origin of large-scale exports of competitively priced goods. Its membership in the World Trade Organisation, allowed the world a glimpse into the secrets of its manufacturing success. Hinging on an elaborate subsidy regime and high domestic productivity, many Chinese companies were hurled into global prominence. Further market growth meant a shift from a pricy edge to a premium value strategy for Chinese goods. However, intellectual property-related issues and a cheap producer image were hurdles in the path to this brand shift. It remained to be seen how the Chinese could solve this problem.

Pedagogical Objectives:

  • To success of Chinese local brands in the global market.
  • To various problems faced by domestic and global brands in China.
  • To measures taken by Chinese government and companies to overcome marketing challenges.
  • To significance of product quality and brand image to sustain in the global market.

Keywords :  China, Chinese brands, Manufacturing, WTO (World Trade Organisation), Subsidies, Foreign investment, Cheap image, Counterfeiting, Low production cost, Low cost labour, Local brands, Haier, Microsoft, Lenovo, IBM

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