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Building a trusted brand in China

In a country where harmony is an explicit and politically directed theme underpinning all areas of social and economic development, there are two pervasive concepts that are struggling to achieve just that.

When I first moved to China in early 2006, an experience I had in my “local” bank presented an acute example of the type of relationship a company had with its customers. On the forms counter, where one applied for a credit card and other banking services, there was a sign in Chinese that read “don’t cheat.” I found it amusing as I did provoking. Two years on, and the issue of trust has multiplied exponentially. From financial institutions to food products, from…

15 April 2008
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More news articles

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  • Green brands get the green light Fair trade, carbon footprint, organic, holistic, GM-free. Green brands. It’s the trend du jour, but it doesn’t look like likely to go away. The… 01 October 2007
  • Symbolism's power across different markets Two recent incidents have got the branding fraternity's knickers in a twist. The first involves Barclays Bank who is apparently willing to ditch its… 01 July 2007
  • Finding the way to a successful brand experience Keeping consumers and finding new ones is a constant challenge for all organisations. Leaving them to get lost is unlikely to be a successful… 10 June 2007
  • Building Reputations on a Proven Platform With incredible growth in China, where does that put Hong Kong these days… as a place to build brands and do business? 16 April 2007
  • Building brands you can bank on While in the past African banks may have been able to focus on branding basics such as safety, security and convenience, they must upgrade their… 01 March 2007
  • Beauty is in the eye of the beer-holder While ten years ago, the average beer drinker might've smirked at the suggestion of a beer bottle — and even possibly the beer drinker themselves —… 01 March 2007

Press releases

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  • 23 January 2008 The Brand Union appointed as Vattenfall brand and design consultancy
  • 09 November 2007 The Brand Union promotes Simon Bailey to Managing Director
  • 05 November 2007 WPP’s global brand agency Enterprise IG becomes The Brand Union
  • 10 October 2007 The Brand Union creates ideal launch platform for Emaar destination brand
  • 19 September 2007 The Brand Union backs Creative Excellence Scholarships at Reed’s School
  • 09 September 2007 The Brand Union mixes the old with the new for Abu Dhabi Culture and Heritage
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