There was some debate at Campaign's Brand Summit China in Shanghai as to whether Chinese consumers were more fickle and less loyal to single brands. (For more, see Consumer loyalty and growing individualism pose challenges).
But what's clear is that the proliferation of choice and the constant pursuit of innovation and novelty in China has made brand building a difficult exercise.
In the above video we asked the following marketing and advertising veterans to tell us what they consider to be the biggest challenges to brand loyalty in mainland China, and how to overcome them.
- Richard Cotton, content and creative excellence director, Coca Cola
- Tom Wan, CEO, IPG Mediabrands China
- Jay Milliken, senior partner, Prophet
- Tomaz Mok, co-founder, Match