China’s Brand Globalization
Going Global on an Unfinished Power Base
“Marketing is about values” — Steve Jobs
Before discussing “going global,” we must clarify two often-conflated concepts: export and brand. Export measures scale and channels; brand concerns identity, legitimacy, and long-term bargaining power.
On the surface, Chinese trade remains resilient: reaching new highs in 2024, with exports still growing in 2025. …