Insight

Brand equity: Not made in China

Researchers study why Chinese firms have fauled at creating brand equity

Ever wondered why, despite a million identical ‘Made in China’ products, one fails to recollect a single Chinese manufacturing brand? The reason, according to researchers Moonkyu Lee, Na Wen and Francis M Ulgado may be that Chinese firms have been lax at creating brand equity and recall for home-grown products. This has worked against them in developed markets, given the quality concerns associated with ‘Made in China’ products.

 

Title: Country Image and Brand Equity Effects of Chinese Firms and Their Products on Developed-Market Consumer Perceptions

Source: Social Science Research Network

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