Oct 17, 2014
London Business School Survey Finds Executives Struggle to Identify Chinese Brands
Almost half of business executives struggle to identify leading Chinese brands, according to a survey of more than 1,000 business executives by London Business School’s China Business Forum. The survey found that 45% were unable to correctly identify what Hisense, a leading consumer electronics brand, produces.
Nirmalya Kumar, visiting Professor of Marketing and author of Brand Breakout: How Emerging Market Brands Will Go Global, said: “While western consumers are surrounded by products made in China, Chinese brands are invisible. China hopes Haler and Lenovo are leading the transformation to global brands from China just as Toyota and Sony did for Japan or Samsung and Hyundai did for South Korea.”
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