While many internet users are familiar with AOL, MSN and Yahoo to send instant messages, the world’s largest IM network is actually Tencent QQ. QQ is the biggest player in the Chinese IM market, with over 930 million registered users according to Tencent’s May 2009 report.

Since its inception in 1998, QQ has been rapidly building its brand awareness in a number of ways. One is through its “cute” brand image. In terms of verbal identity, the QQ name sounds likes “cute cute”. Looking at visual identity, many Chinese youngsters love cute logos and brand designs. It seems that Tencent understands their target market, allowing them to create the QQ penguin mascot to enhance their cute brand image.

To further increase brand awareness, Tencent has set up many Q-Gen stores selling QQ-branded merchandise such as bags, watches, clothing, and even little toy penguins. This means the QQ brand will be seen on the merchandise used by its target market, further building their brand identity in the consumer’s minds.

QQ also provides its users with a brand experience through a wide range of services such as QQ games, lifestyle pages, chat rooms, QQ avatars for your instant messenger icon, and even QQ currency for virtual purchases. By creating a “QQ world”, Tencent should maintain brand loyalty among its users.

Many other global giants entering the Chinese instant messaging market have not been able to compete head to head with QQ's strength and dominance. If Tencent continues to build their brand in such a fast and effective way, it will make it very difficult for a competitor to steal their market share. In this case, it looks like cute branding has gone a long way for QQ.