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Brand National

— China


China is home to the world’s second largest economy and its most dynamic market but, as yet, its companies have struggled to create any distinctive global brands. Could it be that only a few even want to try?

Brand, Economy, Emerging markets, Markets

When Li-Ning, the Chinese sportswear brand, began its launch in the US last year it underwent a logo redesign, adopted an English slogan and invested in an expensive TV and print advertising campaign, due to air this spring. Yet, of all sectors, sports footwear in the US is one of the hardest to crack. Add in the criticism heaped on the brand for its old logo (uncomfortably similar to the Nike swoosh) and the need for a hyphen to avoid the brand being referred to as “lining” instead of “Lee-ning” and the whole plan raises a question: will it all…


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