Titled 'Chinese brands going global: Success factors now and future', the global survey seeks the opinions of 490 brand experts in marketing communications agencies across 29 countries.
The survey finds only 9 per cent of brand experts believe Chinese brands are at the same level or better than major international brands.
According to the survey, familiarity with specific brands leads to much better perceptions of Chinese brands. For example, 63 per cent of those aware of any Chinese brands in internet, gaming and media, viewed Chinese brands as on par or above their international competitors. This indicates a strong opportunity to improve perceptions of Chinese brands by building greater awareness and familiarity.
"As we all look towards a future where China and Chinese businesses play an ever increasing role on the global stage, Hong Kong's testing and certification, public relations, marketing and advertising industries, with their many years of experience, have the ability to inherently understand the heritage, DNA and success drivers of Chinese brands, and the international experience to help Chinese brands create success on a global scale," said Thomas Isaac, TNS director of research services.