Out with the old and in with the very new

BEIJING - China is yet to see many of its domestic brands become internationally renowned. Most important of all to the emergence of internationally competitive Chinese brands are the younger generations of Chinese people, that is, those born after 1980.

My research reveals a very different attitude toward brand management among this more dynamic, open and confident community. The research findings, for example, also indicate that those born after 1990 are even more "modern" than those born a decade earlier.

The findings include results from a Chinese consumer personality test, which suggest that quite a different attitude toward business and branding is emerging within younger Chinese generations.