ZHONG GUO - THE MIDDLE KINGDOM

ZHONG GUO - THE MIDDLE KINGDOM
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Feb 13, 2008

Branding

In a most generic sense, branding to the entire Chinese population is impossible. The illusion of a mass market of 1.5 billion is exactly that an illusion. The disparities between the citizens of major cities, 2nd tier cities, and rural areas create a situation in which firms need to decide which market they want to target. Buick made the mistake of marketing itself as a luxury brand and gained market share amongst the affluent. However, it subsequently lost share in high end and low end markets by manufacturing a less expensive and lesser quality version of the original. The wealthy did not want to be in the poor man's car; the poor man did not want to drive a falling apart vehicle.





"Building Brands In China" by Kevin Lane et al.


"The Key to Successful Branding In China" by Shaun Rein


"Helping Build Chinese Brands" by Christopher Power


"Marketing to China's Hinterland" by Kevin Lane et al.