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  • Thumbnail for Branding the Middle Kingdom
    Branding the Middle Kingdom by Hovancsek, Daniel Louis

    For some, the Chinese collective mentality has proved an insurmountable barrier for foreign direct investment in China, while others have ridden it to success. Engrained in the culture, this decidedly eastern perspective has become somewhat imperative knowledge for any business that looks for success in the Middle Kingdom. Through annual reports and letters to shareholders we can understand corporate intent, while analysis of advertisements can shed light on companies localization strategies. Successful companies incorporated localization strategies of nationalism, collectivism, and heightened sensitivity to local tastes. These advertising tendencies along with joint venture opportunities and effective brand management have been key components to bring Western strategies to the East.