China’s next export boom: Innovative brands

‘Made in China’ is undergoing a revolution with world-leading innovation opening new doors. But even the best brands need strong marketing.

Huawei’s airport advertising with international celebrities signal global ambitions

On a recent trip to Brazil Doreen Wang, global head of BrandZ Millward Brown, asked 150 CEOs what they thought of as the world’s number one e-commerce brand. They said Amazon. Following a close second was Chinese ecommerce giant Alibaba. “That shows how familiar the brand is in markets like Brazil and Indonesia,” says Wang.

Alibaba, one might argue, should be number one. It already deals in more transactions on an annual basis...

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