How China can build a stronger brand

As nation's products grow in popularity, the image of the country will also be enhanced on the global stage

A country's image or national brand is similar to a corporate brand-each country has a specific image in the minds of international consumers. A nation's brand comprises at least three elements: its economic image, political image, and technological image. In the global market, a national brand is taken by consumers as an important clue in assessing the value and quality of a country's products, often outweighing the effects of corporate brands in the judgment of consumers.

China has a few globally renowned brands, such as Huawei and Lenovo, in the top 100 brands according to the global brand consultancy Interbrand. But since the country is commonly viewed as "the world's factory", most Chinese brands have yet to capture the loyalty of foreign consumers. Brands such as Li-Ning and Haier have experienced many challenges in international markets, mainly due to their lack of global marketing expertise and communication skills. Therefore, the need to boost China's global image as a manufacturer of quality goods has become a priority.

International consumers often have a negative image of "Made in China" products. According to a 2013 survey conducted by a Chicago-based market research agency, only 17 percent of consumers in the United States indicated interest in products originating from China. Moreover, more than 50 percent of those surveyed were unwilling to purchase Chinese brands as they regarded themas being of poor quality, and associated them with a lack of social responsibility and food scandals.

As well as instilling consumer confidence in its products, another important part of establishing a nation's brand is forging positive perceptions of its institutions and culture. China's long history, rich culture, and growing economic power add a certain positive dimension to its brand. However, negative foreign media reports on the country's economic practices, and presenting China as a threat, create a bad impression in the minds of consumers in other countries.

The pace at which Chinese products are entering foreign markets has grown steadily over the years. China is already the world's largest exporting country and its products are sold all around the world. This indicates that international consumers have a certain degree of faith and interest in Chinese brands. Thus, companies and products can help improve the nation's image and its brand by improving the quality of their products and utilizing marketing campaigns.

One method of improving China's brand among international consumers is to follow consumer psychology principles in promotions. For example, viewing pictures of ancient Chinese architecture and art can activate a positive country image by associating it with traditional Chinese craftsmanship. This is because ancient China is widely viewed as having had arguably the best manufacturing technology and product quality, with people coming from all over the world to buy its wares.

Furthermore, developing a nation's brand requires cooperative efforts between the government and corporations. Studies have found that the establishment of a nation's image follows the pattern of product brands and corporate brands. This means that a nation's image is closely correlated with the brand images of its corporations. For example, Spain has used the development of brands such as Zara to successfully grow its brand as a nation.

When a good number of Chinese corporate brands become leading brands, they will help forge a strong brand for China itself.

This is the year with the very first Chinese National Brand Day. It's time to reflect on our strategies for developing and establishing China's brand.

The author is an assistant professor in marketing at the school of economics and management at Tsinghua University.

(China Daily Africa Weekly 06/30/2017 page11)