Resonance China’s Jerry Clode explains how a poorly-chosen Chinese brand name can cause "silent damage" to your brand over the long run.
SHANGHAI - Jerry Clode, a semiotician and cultural expert, has passed on a global role in London to take the job of research director at Labbrand Shanghai.
New Zealand famously made the most of its association with Peter Jackson's Lord of the Rings films, but that decision has also limited the country's positioning to reliance on scenery at the expense of more resonant attributes.
The energy and story of the IPL is now building strong momentum. Brands need to raise their game too, treating the IPL as a strategic opportunity—not just a tactical no-brainer.
Brands from Brazil are capturing global attention and allegiance, while their Asian counterparts among the 'BRIC' countries, China and India lag behind, writes Jerry Clode, who leads cultural insight in Asia-Pacific for brand-development consultancy Added Value.
In the current political climate, overt Chinese-ness is simply a competitive disadvantage for Chinese brands overseas, according to Jerry Clode, associate director of cultural insight for Added Value. Perhaps Chinese brands with global aspirations can look to post-war Japan for role models.
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