Tencent is China’s biggest brand and it now has its sights set firmly on fuelling growth outside its home market through a focus on content, messaging and major global brand investment
By Sarah Vizard
This year’s BrandZ Top 100 sees Chinese brands move down in the rankings, owing also to the banking and oil and gas industries facing pressure. Chinese brands’ average value dropped by 9% versus 2015.
Tourism body VisitBritain is set to launch its largest marketing effort in China as it looks to not only boost tourism from the world’s fastest growing economy, but also to encourage visitors that start and finish their holidays in London to explore other parts of Britain.
As eastern brands seek to carve out a niche in western markets, Marketing Week asks what companies in the West can learn from China’s rising dragons.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.
The sixth CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a complex and highly regulated sector.
Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.