奥运 - Olympics

國家品牌 - Chinese Nationalism and the Impact on Brands

By GCB_China ⋅ November 15, 2008 ⋅  Email this post ⋅  Print this post ⋅ Post a comment

With the Olympics at the center-stage, the events in Tibet and the Sichuan earthquake have combined to unleash a nationalistic sentiment seen like never before in the modern world. Chinese citizens’ confidence and pride in their nation has many good reasons. This study by Ogilvy’s Discovery presents answers to questions like: How important is the ‘country of origin’ in the choice of brands? Does feeling of nationalism translate into profits for Chinese companies? Are there ways to channel Chinese nationalism in their favor without alienating Western customers?….

Major findings in bullets below. For a complete copy of the research DOWNLOAD PDF HERE.

NATIONALISM’S IMPACT ON BRANDS IS MORE LIKELY TO BE SHORT-TERM; BUT COMPANIES NEED TO ENSURE THAT NO LONG TERM DAMAGE IS DONE.

CHINESE COMPANIES CANNOT ASSUME THAT THE NATIONAL FERVOUR WILL TURN OUT IN THEIR FAVOR.

REACTION TIME IS CRITICAL.

NATIONALISM IS A POSITIVE FORCE.

IN LOW-PRICED CATEGORIES, EMPASIZING THE COUNTRY OF ORIGIN OFFERS NO BENEFIT.

INVESTING IN A CORPORATE SOCIAL RESPONSIBILITY PROGRAM CAN HELP SHIELD A CORPORATION AGAINST NATIONALISTIC ACTIVITY.