ABSTRACT
To say brands are important in China is an understatement. Chinese consumers not only are willing to pay very high prices for products with high brand recognition but also are willing to pay only nominal prices for non-branded products. In this chapter, we discuss three reasons why the Chinese care so much about brand, which we follow with an illustrative analysis of preferred brands from different countries. We conclude by observing two issues related to the pricing of branded products. We discuss how the brand landscape will evolve in China in the coming years in the Road Ahead section.
