The Real Reasons Chinese Firms Have Weak Branding

In a column for the New York Times, David Brooks posited that the U.S. has one clear advantage over Chinese competition: branding. He notes that U.S. firms are powered by “eccentric failed novelists” (presumably from agencies and consulting firms that are gifted at brand positioning and execution) and “visionary founders” (think Steve Jobs) who have created exceptional brands. This talent is lacking in the Chinese market where “executives tend to see business deals in transactional, not in relationship terms,” as Brooks says. This observation is important because there are Chinese firms that seem to have everything to win globally except for branding and marketing. – See more at: http://www.prophet.com/theinspiratory/2013/07/17/the-real-reasons-chinese-firms-have-weak-branding/#sthash.0UfFdggt.dpuf

http://www.prophet.com/theinspiratory/2013/07/17/the-real-reasons-chinese-firms-have-weak-branding/

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