The Promotion of Chinese Enterprises' International Branding: A Country Branding Perspective

摘要

Chinese brands have already suffered negative perceptions in the international market, and it is still difficult for them to possess the end-user resources. We believe that the principal reason for this situation is that China's national image has not been approved by the international buyers and that China has not built up enough country brand equities to support its firms' international branding. This paper analyses the interactive relationship between the country brand and the enterprise brand, and points out that it is possible to improve a country's image by virtue of country branding. With its ever-increasing economic strength and standing, China should also change timely its national image by introducing country branding, thus promoting its enterprises' international branding activities. Finally, the paper puts forward some measures that could be taken in China's country branding to support Chinese brands' internationalization.