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.
The retailer turns to its archive for inspiration for its largest marketing campaign to date, celebrating the return of the ‘Never Knowingly Undersold’ price pledge.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Attention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
With concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?