'Brand or perish' name of new game

Increasingly, international commentators are criticizing the Chinese brands, or rather, China's lack of brands. But they are not alone. The Chinese language press has been doing that for a longer time.

Some business consultants say they have been disappointed with waiting to serve Chinese companies with rising international brands, like Sony and Samsung, when it is about time they appeared in the global market. But so far, there have only been one or two exceptions.

But why is branding failure such a widespread phenomenon? Some say it is mainly because of the disregard for intellectual properties and because of too many imitations and convenient look-alikes of international brands.