China's Brand New World
Adopting the Brand-Building Model to Win
Brand building in China is at a crossroads. The long-term, equity-building playbook that once worked for Western companies is now less effective, as China’s increasingly tech-savvy and bargain-hungry consumers navigate a digital ecosystem that’s unlike any other. And the approach many local companies use – trying to quickly increase market share by focusing on speed to market, low prices and broad distribution, usually at the expense of branding – is also faltering.
But there is a new way forward. To help both multinational and local organizations build brand equity and drive growth, Prophet and Alimama developed the new Brand META Model, which stands for the Maintain, Evolve, Transform approach. It is an evolved model for brand building that is adapted for the unique market forces in China.
- Maintain: Maintain the approach of positioning but localize it for different cultures.
- Evolve: Evolve the way data is collected and activated to identify micro-targets of an audience and the planning process so it is more agile and omnichannel.
- Transform: Transform consumer experiences to make them more proactive, experiential and hyper-personalized.
Prophet conducted interviews with more than 40 marketing executives who are thoroughly immersed in the Chinese market. The model blends insight about what makes China unique, and finds new ways to develop profitable and lasting customer relationships.
To learn more about the Brand META Model, our collaboration with Alimama and how it applies to your business, contact us today.
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About Prophet
Prophet is a global brand and marketing consultancy that fuses insights, strategy, creativity and imagination to help clients grow better brands and businesses. Prophet uncovers deeper customer insights, builds stronger brand relevance and delivers engaging customer experiences for some of the world’s most successful companies such as HTC, MetLife, AIA, Electrolux, Genting, T-Mobile, GE, UBS, Cisco, ThyssenKrupp AG, Cathay Pacific, BEA, Marriott and Oppo. Their 350+ experts in marketing, innovation, digital and design help companies bridge the gap between strategy and execution to drive real market impact.
