Creative Connections: Growing Your Brand in China

The video discusses the fundamentals of brand building, emphasizing the importance of understanding consumer needs and creating emotional connections. It highlights the differences in branding strategies between China and the West, particularly in digital spaces. The video provides examples of successful branding, such as Lifebuoy's Chinese New Year campaign, and discusses the challenges Chinese brands face in gaining international recognition. It also explores the role of family in Chinese branding and the evolving sophistication of Chinese consumers and marketers.

What is the first step in building a brand according to the transcript?

• Launching a marketing campaign

• Setting a competitive price

• Creating a catchy logo

• Understanding the consumer

How does branding in China differ from the West?

• It relies solely on word-of-mouth

• It uses the same digital platforms

• It focuses more on traditional media

• It involves different digital platforms due to the Great Firewall

What cultural aspect is crucial for brands to connect with Chinese consumers?

• Family

• Music

• Sports

• Fashion

Which Chinese brand is mentioned as having successfully built an emotional connection with its users?

• Xiaomi

• Huawei

• Alibaba

• Tencent

What challenge did Li-Ning face when trying to expand internationally?

• Lack of product innovation

• Poor quality control

• Insufficient retail presence

• High production costs