Hope for the future

By Mike Bastin (China Daily) Updated: 2014-05-19 07:33

However brand-building history makes it clear that successful brands, especially those that achieve consistent success globally, are not built on dreams alone. In order to have maximum impact, therefore, on Chinese companies' brand-building efforts the Chinese Dream requires further tangible details which will provide a much clearer and measurable path to branding success.

Capitalizing on the sweeping new zeitgeist

Chinese Dream in Western Eyes

First of all, the Chinese Dream's call for "ambition" and "assertiveness" should be met with a set of ambitious domestic and international market growth targets over the short, medium and long term. Simply "dreaming" of becoming a global brand is woefully insufficient and could even prove counterproductive and de-motivating if left as little more than a fantasy.

Secondly, the Chinese Dream's call for "innovation" should be met with a move toward a corporate culture characterized by creativity.

Tangible targets here should include a minimum number of "new" products launched each year and the inclusion of at least three emotional elements for each individual product brand. For example, positioning brands on common rational values such as "quality", "reliability" and "functionality" should be extended to include key emotional values such as "sincerity", "excitement" and "sophistication".

But finally, and fundamentally, it is the focus on traditional Chinese cultural values such as "pride" and "patriotism" and "self-belief" that could have the maximum impact on the development of world-class Chinese brands.

The author is a visiting professor at the University of International Business and Economics in Beijing. The views do not necessarily reflect those of China Daily.