Capitalizing on the sweeping new zeitgeist

Brands that match the Chinese dream add other characteristics. CHINA DAILY

"Certainly companies operating in China are doing a lot more research and positioning and are having more dialogue with consumers," he says. "For a long time brands were just pushing what worked in other markets, but now they have moved away from that."

"Where the Chinese Dream concept may work best is with younger consumers. They are looking to improve their lives and are looking for new experiences, such as traveling more. Brands that can meet these expectations are likely to succeed."

Sherri He, a partner who specializes in consumer brands at international management consultants at AT Kearney in Shanghai, says foreign companies may adopt different strategies when it comes to the Chinese Dream between their public relations and advertising communications.

"With their public relations, when it comes to senior figures of companies giving interviews or their press releases, they may refer to the Chinese Dream. They are less likely to use the term in their advertising since I don't think it necessarily works with consumers, even though the messages behind it should," she says.

According to the survey, the Chinese associate having their own strong brands in international markets with national power. Some 67 percent said this was the case with only 25 percent being neutral on the issue and 8 percent disagreeing.