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.
To help foster creativity, advertisers are advised to repeat winning formulas, allocate resource against outcomes not inputs, and help the C-suite understand the commercial importance of brand, according to a new study by Thinkbox.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The new course is designed to help senior marketers cross over into business management. It will be led by Helen Edwards, and feature renowned professors such as Roger Martin and Alison Fragale.
The barriers to introducing accessible advertising are relatively low, but the potential gains for brands are high, according to P&G Europe’s chief brand officer, Taide Guajardo.