A brand is much more than a name, it has to do with the identity, the ideals, and social value of a company. Branding in China is a powerful driver of sales since local consumers tend to associate renowned brands with quality, reliability, and social status, and this is especially true when it comes to luxury goods. Therefore, building a prestigious brand image as well as a good branding strategy in China will help you gain a competitive edge over both foreign and homegrown players.
Daxue Consulting’s team of strategy advisors bridge the gap between your company culture and the local market, identifying the key drivers of a successful branding strategy in China.
What might our China branding market research projects entail?
Brand positioning research
Through a two-sided analysis of the current market landscape and consumer demands, we help our clients define their market positioning in China. For both brands and products, we can help define the value proposition via analyzing the key attributes of a brand/product that resonate with Chinese consumers.
Learn more about brand positioning in China here.
Research-based brand naming
We believe that brand naming is 20% ideation and 80% testing. One of the most common mistakes we see with a China market entry is neglecting choosing a Chinese brand name. This is almost always a mistake because the English fluency rate in China is estimated to be around 5%, therefore the chances of your target consumers being able to remember and type a brand’s English name into a search bar is low. Our China brand naming services include consumer testing, competitor benchmarking, cross-dialect linguistic analysis, and guidance on name registration.
Learn more about our approach to Chinese brand naming here
Brand activation toolkit
Brand activation is where we put our China market research findings into action. Brand activation is how company drives consumer awareness. We give our clients the right tools on consumer communication, channels, target consumer tribes, and strategies to align with the research-based brand positioning.
Learn more about research-based China brand-activation toolkits here
Reach out to our China brand strategy consultants here, or at dx@daxueconsulting.com to find the right brand name, positioning, increase consumer awareness and ultimately drive sales in China.
