FOCUS - THE CHINA BRAND SEMINAR: Youths turned on by what is cool locally

<p>Creating an effective and penetrating brand icon and identity which </p><p>young people can identify with is the key for a successful youth </p><p>marketing campaign in China. </p><p><BR><BR> </p><p>J. Walter Thompson Shanghai associate account director Rodney Cao said </p><p>the Chinese youth market was a distinct consumer group compared with </p><p>other young people elsewhere in the world. </p><p><BR><BR> </p><p>On the one hand, young Chinese people have a strong self-identity and </p><p>strive for individualism which is similar to youngsters the world </p><p>over. </p><p><BR><BR> </p><p>On the other hand, however, they are loyal to their families and </p><p>communities. </p><p><BR><BR> </p><p>The crux of a successful youth marketing campaign centres on the </p><p>creation of a communication message that touches on the common points </p><p>between the brand and the distinct mindset of the Chinese youth, Mr Cao </p><p>told delegates of the MEDIA-organised China Brand Seminar which was held </p><p>in Shanghai recently. </p><p><BR><BR> </p><p>He added that market research formed an indispensable part of </p><p>formulating youth marketing campaigns in China as different brands and </p><p>categories need to identify what appeals to young people and how they </p><p>can become an accepted part of the youngsters' day-to-day lifestyle. </p><p><BR><BR> </p><p>International appeal may not necessarily be a selling point for young </p><p>people. </p><p><BR><BR> </p><p>It seemed, Mr Cao said, that they would rather prefer a brand that can </p><p>convey the feeling and imagery of what is "cool" in China. </p><p><BR><BR> </p><p>Multinational advertisers such as Pepsi and Nike have zeroed on the </p><p>"China cool" concept in the their campaigns. </p><p><BR><BR> </p><p>In building up a successful youth brand in China, marketers, therefore, </p><p>need to leverage and capitalise on the cool elements of the Chinese </p><p>culture. </p><p><BR><BR> </p><p>This is how to get and keep young people's attention and interest as </p><p>well as create relevancy, Mr Cao said. </p><p><BR><BR> </p><p>He added that advertisers should avoid using the "Great American pride" </p><p>concept in campaigns, and that the brand must create a real emotion to </p><p>bond with the consumers through the use of local culture, imagery and </p><p>icons. </p><p><BR><BR> </p><p>For instance, celebrity-driven campaigns have been successful in </p><p>building brands in the minds of Chinese consumers, however, Mr Cao </p><p>stressed that the tactical use of celebrities was of far greater </p><p>importance. </p><p><BR><BR> </p><p>The celebrity's character must reflect the characteristics of the </p><p>brand. </p><p><BR><BR> </p><p>In addition, the character must represent the brand rather than the </p><p>brand representing the celebrity. </p><p><BR><BR> </p>