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Global Recognition: Can Chinese Firms Build Global Brands?

  • Joel Backaler

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.”

Keywords

Chinese Company Brand Equity Chinese Firm Chinese Consumer National Basketball Association 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

  1. 21.
    Rein, Shaun. The End of Cheap China. Hoboken: John Wiley & Sons, 2012. 7. Print.Google Scholar

Copyright information

© Joel Backaler 2014

Authors and Affiliations

  • Joel Backaler
    • 1
    • 2
  1. 1.Frontier Strategy GroupUSA
  2. 2.The National Committee on United States-China RelationsUSA

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