29 June 2005

Branding Chinese companies and products globally I [International Herald Tribune]

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by experientia

 
Never heard of brand names like Great Wall, Hisense, Konka, Amoy and Panda? Outside China, few have. But someday that may change.

In a policy termed “go global,” China’s leaders have been quietly encouraging Chinese companies for years to set up overseas operations, acquire foreign assets and transform themselves into multinational corporations – in other words, to make their own brands more competitive in a world increasingly dominated by Wal-Mart, Microsoft and Coca-Cola.

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