If any Chinese company is able to overcome such obstacles and establish itself among the world's top brands, it will represent a great leap forward to a truly global branded marketplace that transcends political persuasions.

To successfully build a brand in the US market, Chinese companies need to consider creating and enhancing their global identity or elements of Chinese identity with transnational appeal.

Long-term relationship

This presupposes a deep, measured understanding of American consumers and the larger historical, cultural context. It also requires marketing savvy that effectively delivers brand meaning and experience to consumers for product uptake as well as to foster a long-term relationship.

Local involvement

It is also important that Chinese companies highlight their local associations in terms of the extent of local participation in the business process. Chinese companies need to proactively participate in local community-building efforts and to demonstrate good corporate citizenship.

One of the ways to accomplish this is to invest in communities through charitable works and other programs designed to improve their living conditions.

Furthermore, Chinese companies should also make efforts to build mutual understanding and foster goodwill between the two countries and peoples. It is understandable that corporations shy away from engaging in discourse or activities deemed to be outside the sphere of business.

On the other hand, political relations between countries do from time to time upend brand equity in consumer perception and choice. Chinese companies are well advised to sponsor and support programs in the United States that promote the understanding of Chinese culture and society. They can also engage in such efforts through partnerships with non-government, civic organizations in the US.

Wang Jian teaches marketing communication at Purdue University and was previously a communications specialist at McKinsey & Company

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