Culture in Brand Building in the Chinese Market

Paper Summary:

The paper discusses the Chinese market which is rapidly changing in light of the increasingly global market place. The paper states that the economic boom in China's urban areas is creating a new consumer culture where the consumer has more disposable income, which has affected consumer preferences within the Chinese marketplace. The paper states that the result is that a sophisticated Chinese consumer is emerging and foreign companies need to market to their sophisticated needs, while at the same time marketing to the general population's needs. The paper states that the most effective way for a company to build a strong brand name in the rapidly emerging Chinese market is to adapt itself to the rapidly changing Chinese culture. The paper concludes that despite the numerous challenges that the Chinese market presents, a company can be successful if it spends the time and resources necessary to gain an in-depth understanding of the local culture and the Chinese consumer's attitudes and thus becomes prepared to cope with the many unexpected intricacies of the Chinese marketplace.

Outline:
Introduction
Understanding Cultural Issues
Collective Society
Brand Perception
Language
Aesthetic Sense
Conclusion

From the Paper:

"The Chinese people carry with them a strong aesthetic sense, based on their perceptions of nature. To the Chinese consumer, in general, images of the natural form are highly attractive. For example, mountains and animals are often used in association with brand names in order to create attractive brand imagery and visual displays. On the other hand, abstract symbols are not favored as they are inconsistent with the Chinese cultural preference for natural aesthetics. Further more, the marketer needs to understand that the Chinese people enjoy complicated forms and shapes and certain colors. For example, the color red is seen as being the most cheerful color and thus can be successfully used to attract people's attention. Another example is the Chinese preference for peaceful imagery, largely a result of the influence of such religions as Confucianism, Buddhism and Taoism. When a company is designing a strategy for marketing their brand in the Chinese marketplace, all of these aesthetic considerations must be made. Therefore, it is important to use specific colors and imagery in order to strengthen the brand's market presence and thus increase overall company profits."

Sample of Sources Used:

• Apadu, K., and Sevgin, E. (1991): "Success and Failure of Japanese Companies' Export Ventures in High-Tech Industries", International Marketing Review. Vol. 8, No. 2, p.p. 66-76.
• Armstrong, E. (2002): "Communication's Starring Role and Standard Chartered Bank", Strategic Communication Management. Vol. 6, No. 4, p.p. 10-13.
• Ayala, J. and Lain, R. (1996): "China's Consumer Market: A Huge Opportunity to Fail?", McKinsey Quarterly, No. 3, p.p. 56-72.
• Ayala, J., Lai, R. Mok, B. et. al. (1996): "Winning China's Consumer Market in the 21st Century", McKinsey Quarterly, No. 2, p.p. 178-181.
• Chan, W.K., Perez, J. and Perkins, A. (1997): "China's Retail Markets are Evolving More Quickly than Companies Anticipate", McKinsey Quarterly, No. 2, p.p. 206-212.

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