B2C Branding

Originally published in Apparel Magazine December, 2006 If there is one thing that Western apparel companies should know about China, it is this: Brand sells. Understanding the role brands play in China is important for anyone doing business there, and it is especially crucial for companies trying to satisfy the enormous appetite there for Western …

Apparel Magazine Article: In China “The Brand” is Everything Read More »

Branding in China article originally published By Lisa Merriam in Sporting Goods Business magazine The opportunity for marketing sporting goods in China is formidable—in both senses of the word. Yes, the market is awesome in size, but it is also intimidating in its challenges. Companies that bring American attitudes towards sports marketing in China will …

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