Fat Duck International Calls for Analysis of Chinese Branding Strategy
Los Angeles, CA, October 24, 2014 (Newswire.com) - Fat Duck International’s CEO, Nick Fisher, in an address to the California/China Gateway Symposium today, pointed to a significant weakness in China’s successful export industry.
Citing China’s significant export progress over the past ten years, he noted that Chinese manufacturers have, in large part, failed to develop internationally recognized brands.
"Japan, admittedly ahead of China in terms of export activity maturity, has had tremendous success in developing international brands of high regard. Korea, a country with a less mature export market than Japan, has also had success in establishing international brands in competitive markets such as automotive and household consumer products. China has the technical knowhow to produce top-tier products - it should be striving to complement this achievement by developing international brands of similar quality."
John Vandecar, EVP
Fisher pointed to the overwhelming success of China’s exports and the rising quality of many of the products. “American and European Chinese made products currently dominate some of the most technical and competitive sectors and industries.” Given this context, he felt it surprising that a concerted effort has not taken place in China to develop internationally regarded brands. Fisher suggested this should be reviewed at a national level.
Fisher drew attention to the contrasting positions of China, Japan and South Korea: “Japan, admittedly ahead of China in terms of export activity maturity, has had tremendous success in developing international brands of high regard. Korea, a country with a less mature export market than Japan, has also had success in establishing international brands in competitive markets such as automotive and household consumer products. China has the technical knowhow to produce top-tier products – it should be striving to complement this achievement by developing international brands of similar quality.”
Fisher suggested a greater investment in brand development oriented around export markets was required.
Fisher heads Fat Duck International, a Los Angeles based creative and marketing firm focused on the brand positioning of international entities seeking to penetrate Western markets. Fat Duck International’s Regional Development Initiative is focused on motivating commitment by Chinese prefectures, cities and companies to encourage international awareness and global brand recognition.