Branding and promotion in China have specific dynamics, often quite different from the West. The size of the population, regional differences, the way China deals with information, the speed of development in telecommunication and information technology, all have influence, but also cultural preferences are strong in a country with ‘5000 years of history’. A good advertising campaign in China needs an understanding of the underlying forces at work.

Monistic or holistic thinking in China leads to a lot of symbolism. Translation of names and brand names, use of icons, product design, date and ceremony of an opening of a new production line, and many other things often have deeper meaning related to the fact that all things are interrelated.

Etiquette rules in China are linked to social position. Hierarchy between people influences the way they behave towards each other. Receiving and sending delegations requires insight into these traditions.

We are happy to advise you on any of these matters, and on many other areas.
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