Culture on Brand Building in Term Paper

As a result, not only are foreign markets changing to adapt to the Chinese marketplace needs, the Chinese marketplace, and consumer, are likewise adapting and changing to meet the needs of the global market. For instance, the economic boom in China's urban areas is creating a new consumer culture where the consumer has more disposable income to work with. This itself has effected consumer preferences and patterns within the Chinese marketplace. The general result is that a more sophisticated Chinese consumer is emerging and foreign companies need to market to their sophisticated needs while at the same time marketing to the general population's needs.

Therefore, the most effective way for a company to build a strong brand name in the rapidly emerging Chinese market is to adapt itself to the rapidly changing Chinese culture. To do this, it is important that the foreign company create a local presence and thus shed some of the "foreign corporation" reputation away. This can be done by hiring local staff and cooperating with local business professionals in developing a marketing and branding strategy.

The bottom line is, despite the numerous challenges that the Chinese market presents, a company an be successful if they spend the time and resources necessary to gain an in-depth understanding of the local culture and the Chinese consumer's attitudes and thus become prepared to cope with the many unexpected intricacies of the Chinese marketplace.

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