Even in China, brands have to be managed by four parameters:
    · Competence.
    · Image / Identity.
    · Appearance.
    · Benefit.

While many Chinese brands often can use their culture-rich origin in the fields of image / identity and appearance, Western brands often excel in terms of functionality and greater benefits. However, many companies do not recognize that brands have to combine traditional Chinese and modern Western assets to succeed in the global market.

The buying pattern of Chinese consumers is strongly influenced by the symbolic and social characteristics of a brand. In China, successful brands always have to offer an additional symbolic and social value.