Do the origins of a brand shape the perceptions of the brand?
Yes! No! A more accurate response might be, Maybe! It all Depends!
This is a question that Chinese brands are facing every day now. For more than a decade the rise of Chinese exports has captured the front pages and led to predictions that Chinese brand will soon breakthrough to become powerful global brands. Haier. Lenovo. Huwaei.
It hasn’t happened yet. For some insights, here’s Columbia’s Professor Don Sexton discussing the state of Chinese brands:
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