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Chinese brands have the opportunity to improve and possibly overtake Western brands, but must first improve key issues of quality, trust and reliability, a new report has found.
The Association of Accredited Advertising Agencies of Hong Kong (HK4As) today released the findings of a global survey that examines the potential for Chinese brands as they venture into international markets.
Titled “Chinese Brands Going Global: Success Factors Now and the Future,” the report is a collaboration among the HK4As, Omnicom, WPP (and its Kantar research group), Interpublic, and Publicis.
It found that Chinese brands are generally still in their infancy in world markets, but have the chance to quickly catch up with international brands in terms of recognition and quality.
HK4As
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