Martin Roll talks for CKGSB Knowledge about the state of branding in Chinese companies and strategies that will help build truly global Chinese brands.
Martin Roll believes that the problem lies in how Asian – and Chinese – companies view branding. For many Chinese companies and their executives, branding is viewed as a tactical exercise, treated as advertising and promotion, and mostly it is a communication activity run by a marketing department. But to build a strong global Chinese brand, the branding and marketing function needs to be elevated to a whole new level and Chinese CEOs and business leaders need to take the lead.
As Chinese companies go global, they are faced with two sets of consumers:
- Consumers in the Chinese home market, who they know very well
- Global consumers, who they don’t know that well, and who are probably very different from the Chinese consumers
How should Chinese companies respond to this challenge of having two different kinds of customers in their global branding efforts? In the medium and long term, it is going to be very important for Chinese companies to understand the global consumer if they truly want to be global. They are going to do exactly like all the Western companies do when they expand their brands into Asia or other parts of the world including Africa and South America. Chinese companies can get inspired by successful global brands like Louis Vuitton, BMW, P&G, Apple, LEGO and a lot of other iconic Western brands.
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Martin Roll is a world-renowned thought-leader on value creation through brand equity driven by tremendous global experience and insights. He facilitates business leaders and organizations to think bold for future strategies. By focusing on building and managing successful businesses through iconic brands, Martin Roll helps boardrooms to enhance shareholder value and create sustainable competitive advantage.
Martin Roll delivers the combined value of an experienced international business strategist and senior advisor to corporate boards and marketing executives of the world’s largest companies including many corporations in Asia. He brings more than 20 years of management experience. Martin Roll holds an MBA from INSEAD.
Martin Roll is not only a highly accomplished speaker and presenter but as well a talented and well trained moderator of panel discussions and roundtables. He is a valuable contributor to any senior management discussion on the subject of leadership, innovation, growth, organizational excellence and brand equity, its close link to management and how it drives outstanding performance through shareholder value.
Martin Roll is the author of the global bestseller Asian Brand Strategy, a very compelling book of frameworks for Asian branding and the winning formula for any boardroom. Asian Brand Strategy was named “Best Global Business Book” by Strategy+Business magazine.