Brazilian brands have spread internationally by promoting a national cultural narrative, in contrast to China and India where brands tend to hide their cultural origin.
The acronym BRIC captures the new wave of economic dynamism and consumerism in Brazil, Russia, India and China. Each nation is humming along with annual GDP growth well above mature economies.
Brands from Brazil are capturing global attention and allegiance, while their Asian counterparts among the ‘BRIC’ countries, China and India lag behind. The acronym BRIC captures the new wave of economic dynamism and consumerism in Brazil, Russia, India and China. However in terms of leveraging success to create international brands—the acronym is probably best pronounced with a strong B, weak R, and almost silent I and C.
While Brazil’s brands are capturing international attention and allegiance, China and India’s attempts have largely been have incoherent, awkward and exhibitied an unhelpful level of self righteousness. Examples of the momentum Brazil has gained in creating international brands from domestic success include newcomer FB Collection and determined achiever Natura Cosméticos. Read more…
Taking advantage of the surge in Chinese international travelers, Tourism Australia recently launched an online romance serial to bring the Aussie experience to Chinese netizens. The show’s name is translated as “One More Bounce of My Heart,” drawing on the signature movement of the kangaroo, a recognizable symbol of Australia to mainland Chinese.
Bollywood, India’s film industry, always aims to please. That desire makes film a powerful part of the nation’s psyche and an unparalleled medium for brand promotion.
Jerry Clode, associate director of cultural insight for Added Value, looks at the migration of brands from ‘one size fits all’ endorsements to a more meaningful engagement with celebrities in India. Written originally for Campaign Asia
The heroes of Bollywood and cricket have typically dominated celebrity endorsement of brands in India. Signing up a leading man from the film industry, such as Shahrukh Khan, or a cricketing legend like Sachin Tendulkar provided a quick-fire way to mass awareness and credibility in a nation obsessed with both pastimes. Read more…
The one-child policy in China has now grown up, creating a new generation where only children are having only children – One Child Policy 2.0. Read more…
General Electric recently released an online campaign encouraging Chinese entrepreneurs to partner with them to address China’s most pressing environmental and resource challenges.
A noteworthy aspect of the campaign, titled “Future Folklore”, is how environmental issues are grounded within Chinese history and culture. This departs from a persistent stereotype which encourages local consumers to fight against Chinese tradition to achieve environmental outcomes. The typical tone is often condescending – where normative behaviour is inevitably Western and Chinese are asked to “get in line” and “abandon ancient thinking”. Read more…
In China a common way to distinguish people is by the generation in which they are born. The terms “post 80s” and “post 90s” have become the default to define different values of Chinese who have grown up in the period after the politically disruptive Cultural Revolution (which ended with Chairman Mao’s death in 1976).
These terms are so widely used, that brands have consciously started to deploy them to target specific age groups. Li Ning, a local sports apparel giant, presented a provocative campaign in 2010 that suggested “no-one understands the post 90s”. The relationship between the post 80s and post 90s is relatively caustic. The post 90s argue that the post 80s are out of touch with new China. While the post 80s dismiss the post 90s as selfish brats who are selling out to the “West”. Read more…
Jerry Clode writes for AdAge Global on the rise of #Linsanity and what it means for marketers in China: — Even more than his athletic prowess, New York Knicks phenom Jeremy Lin’s ethnic-Chinese identity is dominating Lin-sanity, especially in China.
Mr. Lin’s impact there is immense, with millions glued to TVs and researching his story online. The excitement was highlighted in an uncharacteristically impassioned plea by Xinhua — the Communist Party’s official news agency — that Lin declare his allegiance to China, and sign up for the national basketball team (that’s despite Lin’s U.S. citizenship and Taiwanese parentage). However, the mass excitement and desire to own Mr. Lin speaks to a wider crisis in China’s sports psyche, making him especially appealing to marketers. Read more…
Growing without a stink
As the economic might of China grows, so too does the ambition of Chinese brands to expand internationally. In fact, several Chinese brands have already started to gain traction in the West. Successful examples include Haier, a white goods manufacturer, and Lenova and Huawei, who offer computer and communication solutions.
A noticeable feature of first wave of successful Chinese brands abroad is a distinct lack of “Chinese-ness”. There is nothing in the brands’ imagery that clearly marks them as “made in China” or culturally recognizable as Chinese. Read more…
