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The Four Principles of Building Champion Brands: What China Needs to Know to Realize this Goal

Since 1999, the year China’s “Going Out” strategy was first announced, China has dreamed of creating global brands. China’s leaders have chanted the message; companies have toed the line; trade channels were opened; billions in investment have flowed; and slowly, one-by-one, Chinese companies established an expanded footprint abroad and expanded.

However, despite these great accomplishments, has China created a global brand? Indeed, the global presence of Chinese companies has exploded. ICBC, which topped Forbes Top 250 list this year as the world’s largest company, has a presence in six continents, but does this make it a global company? Or is it still a Chinese bank with offices overseas?

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The Four Principles of Building Champion Brands: What China Needs to Know to Realize this Goal by APCO Worldwide

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