Branding Strategy in China
Introducing a brand in China with Daxue Consulting
Daxue Consulting has an international team of project managers in its Beijing and Shanghai offices, who can both understand and leverage your company culture and identity and provide unique knowledge and experience on the Chinese market. Our branding solution will include:
- market intelligence, competition benchmark and consumer insights thanks to our market research roots and capabilities
- consumer segmentation into tailored marketing personae for better targeting
- digital integration strategy, with mapping and scoring of platforms to be leveraged according to your business objectives
- factual and data-driven approach for creative briefing and key branding choices
- creative workshop with favored participation of the client for co-creation approach
- interaction with end-consumer and local professional for testing and branding options’ scoring and ranking
- collection of KPIs and strategic support following the operational set-up
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Methodology to validate the launch of a new brand in China
Daxue Consulting activates various methodologies for you to identify touch points for your brand strategy in China and help you design a road map for your brand introduction:
- Data collection and branding benchmark through documentary research
- Scrapping and qualitative mapping of digital platforms to leverage for your brand in China, including e-commerce, social media and search engines
- Qualitative interviews and focus groups with clients to validate branding messages and value proposition
- Unaided and prompted awareness survey with our Chinese consumer panel
- Qualitative interviews with market experts, clients, competitors and prospects in order to identify best practices and marketing leverages for your brand in China
- Workshops with creative and industry-focused experts in order to define the creative brief and promotional road-map of your brand market entry in China
Branding strategy is a crucial phase in creating an evocative and popular brand. Especially in China, a good Branding strategy will lead your company to build a prestigious and high qualitative image which can help you overtake local brands and gain a competitive edge over foreign competitors. Daxue Consulting offers Marketing Researches and Market reports to help you to create and grow your brand in China. We design with your staff the most adapted research methodology according to your Branding Objective. The aim of our service is to provide you the key drivers of a successful Branding strategy in China. We deliver results that are rich and relevant leveraging on your competitive attributes. We like to offer you more than data and results as consulting and management activation suggestion are a major part of our services.
Our services – Branding China
Our team comprises of Chinese and French marketing specialists who can create and manage complex and various methodologies to answer your Branding issues. We pay special attention to your requirements, help you identify the objectives and are fully responsive and committed in every step of our relationship.
Brand awareness defines the customers’ capacity to remember the brand. It consists of both brand recognition and brand recall. We measure it by associating it with the brand’s specific sector or category of product. Our team can conduct Unaided awareness and Prompted awareness survey in China.
Our Brand Equity measure is driven by Consumers’ Response. We build a representation of brand imagery and other sources of equity to help understand what drives brand equity. This helps prioritize marketing action. We measure brand equity by measuring how people react to the brand. This gives a robust measure of brand performance. Our Brand Equity understanding is driven by 2 questions: What people know (Sources of Brand Equity) and What people do (Outcomes).
The brand identity is the outward expression of the brand. It includes the name, the trademark, the communication strategy and the style guide. Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors. Adapt this Branding identity to the China’s market is a complex task. Our multi-cultural staff can help you to optimize this Brand Identity in China by providing expertise and insights about the culture and the specificities of the Chinese market. Our objective is to ensure that your Brand looks like it is and like you want to be identified.
Brand Visibility Analysis in China
Daxue Consulting helps companies to measure their brand visibility. We interview prospects, customers, and bystanders to get their opinion on a certain brand. Several visual presentations might also accompany the interviews.
These studies are not only aimed at helping our clients to understand the results of their marketing campaigns but also to help them prepare for upcoming communication campaigns. The recommendations are as operational and efficient as possible.
Daxue Consulting uses various proven methodologies to analyze your brand visibility in China
Daxue may use different methodologies to conduct brand visibility studies:
- Quantitative interviews
- Qualitative interviews with opinion leaders
- Focus groups of 8 to 12 people
- Telephone interviews
The recommendations included with the brand image study may also encompass:
- Powerpoint with graphs
- Raw data collected from the users/clients/prospects in Excel format
- Videos and audiotapes of focus groups with conclusions
- Recommendations on the marketing strategy
Daxue Consulting has completed the following research:
- For a business in fashion – realization of several focus groups
- For an NGO – assisted a company in choosing its final logo through usability testing
- For a North American SME – a visual analysis of its brand identity