WTO membership will push China to build up brands

<p>China will be a gold mine for the development of successful brands </p><p>in the new century, with its entry into World Trade Organisation moving </p><p>along smoothly. </p><p><BR><BR> </p><p>As marketeers seek business opportunities in the market, Chinese </p><p>consumers are themselves on the lookout for new total brand experiences, </p><p>according to Rodney Fitch Asia managing director Terry Waterhouse. </p><p><BR><BR> </p><p>In the next 25 years, Mr Waterhouse reckoned "tremendous change" will </p><p>occur in China's consumer market. Only well managed brands will live on, </p><p>while others wil die. </p><p><BR><BR> </p><p>These changes will also spark the rise of consumer power in the new </p><p>century as WTO membership will result in a wider choice of local and </p><p>international brands, said Mr Waterhouse. </p><p><BR><BR> </p><p>Retail marketing will play a crucial role in offering consumers total </p><p>branding experiences, according to Mr Waterhouse, whose company was </p><p>founded by one of the leading retail brand designers in the UK, Rodney </p><p>Fitch. </p><p><BR><BR> </p><p>Branding, he stresed, was not just about and advertising campaign. It </p><p>Also involved the retail aspect as brands should also communicate with </p><p>the consumers through store decoration and graphic design as well. </p><p><BR><BR> </p><p>He said a successful international brand can transcend geographical </p><p>borders and can create a communication platform on which multiple </p><p>products can leverage the strength of a single corporate brand around </p><p>the world. </p><p><BR><BR> </p><p>Citing the Virgin brand, Mr Waterhouse said its credibility in the world </p><p>market had allowed the corporation to create a global branding platform, </p><p>without the need to replicate branding tactics in various markets. </p><p><BR><BR> </p><p>The latter point was pertinent in China. With Chinese consumers becoming </p><p>more conscious about brands and have developed aspirations unique to </p><p>their culture and experience, repeating a branding model will not </p><p>necessarily ensure success in China. </p><p><BR><BR> </p>