Global Recognition: Can Chinese Firms Build Global Brands?

Abstract

Three years after Li Jingwei, founder of Jianlibao Group, met Li Ning following the 1988 Seoul Olympic Games, he began to plan his own firms United States expansion, jianlibao was the number one consumer beverage in China at the time. Its sweet honey taste with light carbonation offered a differentiated product which had enabled it to compete with major players such as Coca-Cola and Pepsi in its home market. But leading the market in China alone was not enough for Li Jingwei. He dreamed of transforming Jianlibao into a truly global brand like Coke: a brand that transcends borders yet still appeals to consumers’ local tastes. With such a global brand, consumers would not question where the beverage originated. It would not be “China’s Jianlibao.” It would be “jianlibao, a delicious beverage brand enjoyed by consumers around the world, enriching lives one can at a time.”