Mainland brands need to go global
Article Abstract:
Saatchi and Saatchi is encouraging the Chinese government and enterprises to adopt the concept of Brand China. The plan involves spending 1% of company tax into a central fund which used for promoting the Brand China worldwide. Chinese enterprises can add Brand China next to their owns brands for marketing their products in the world market. Other benefits also include reducing domination FO western brands in China, differentiating products in the market. The advertising company expects to gain revenue of US$240 mn in 1998, up from 1997's US$140 mn. It expects business to double in next three years. *
Comment:
Is encouraging Chinese government and enterprises to adopt concept of Brand China
Publication Name: HK Standard
Subject: Business, international
ISSN:
Year: 1998
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Consumer interest growing for well-known foreign goods
Article Abstract:
Advertising agency J Walter Thomspon said consumer interest for foreign brands is growing, despite they are still loyal to local brands. For advertising in China, it must be direct approach and related some thing they know, or emotionally connected message. The regulations on advertising are still unclear in China. Some commercials can be approved in one city, but not necessarily in other city. Beijing has the tightest advertising regulation. In addition, the levy on commercials made outside China can be costly to advertisers. *
Comment:
Says consumer interest for foreign brands is growing, despite consumer's loyalty to local brands
Publication Name: HK Standard
Subject: Business, international
ISSN:
Year: 1998
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don't chop advertising budgets, warns o&m
Article Abstract:
Ogilvy & Mather, a multinational advertising agency plans to expand its business in the mainland in the coming years and become more globalized. It expects a 15% growth in business across the region in 1998. The company has pointed out the disadvantages of cutting advertisements during economic recession. Customers may leave from brand which has advertised for some time. New brands from major Asian countries will enter the market. *
Comment:
Plans to expand its business in China in the coming years and become more globalized
Publication Name: HK Standard
Subject: Business, international
ISSN:
Year: 1998
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