“Chinese Firm Meets Global Branding”
Posted by Joe Cannon
Relatively few Chinese firms have tried to develop their own brands. Enter China’s Changzhou Asian Endergonic Electronic Technology and the Züuma brand developed by its U.S. partners. The company makes a dashboard mount for a GPS device. This article, “Chinese Firm Meets Global Branding” (Wall Street Journal, July 25, 2010, non-subscribers click here) offers a nice mini-case to discuss in class. If students read the article — or you describe it in class — you could then ask them why Jack Yang (the protagonist) would want to brand his product? Why is he using U.S. partners? Do you think he will be successful? Why or why not? You could even ask your students how they would brand the mount?
Tags: Brands
This entry was posted on Sunday, August 8th, 2010 at 8:52 pm and is filed under Product. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.