Chinese brands in US building name recognition (2)

“Do you see Chinese brands here in the United States?”

“Nope. Actually, I am taking marketing class. And our professor talks about branding. There is one slide, putting all the famous brands together, but I cannot see any brands from China. I feel so sad, because they have the brands from Japan, Korea, Singapore, Indonesia and India. But I cannot find anything from China.”

Not all brands need big stars. The Chinese appliance maker Haier, for example, is sponsoring the National Parks Conservation Association. “Join Haier and the NPCA, and together, we can protect our national parks.”

It’s all part of a strategy to overcome ingrained resistance to Chinese brands here in the U.S., according to Ron Goodstein, a marketing Professor at the Georgetown University McDonough School of Business. He said, “So that there is this big fear that as soon as you hear ‘China’ the cultural bias is negative, right away. And I think what's really important is that if Chinese companies want to penetrate the U.S., they're going to have to work on the public relations aspects of the Chinese brand, from the start.”

Another method is to speed up the process of acceptance here by buying up an existing brand and franchise, as Lenovo did with IBM’s PC and laptop business.

The ultimate long-term goal then is to become a trusted name in the mind of each consumer so that national boundaries become a peripheral issue—a branding goal which requires persistence to achieve and maintain.

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