Chinese brands struggle in global contest

STRUGGLING. Chinese brands such as Huawei face a hard time rivaling Western, Japanese names. AFP PHOTO / JOE KLAMAR

Chinese brands struggle to rival big Western and Japanese names in the global contest for business. The world’s second-largest economy does not have a single one of the world’s top 100 brands, as compiled by marketing consultancy Interbrand. “Brand China has many problems – transparency, ethical practices, treatment of employees, the quality of the products,” Richard Edelman, head of public relations giant Edelman told a World Economic Forum meeting in Dalian. Some Chinese brands are now looking to reinvent their identities to overcome image and political hurdles.

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