In 2011 the world witnessed various alterations of growth dynamics within and outside of China. However, the word ascendance is still the one that can best describe the current state of affairs ofthe country. Having surpassed Japan to become the world’s second largest economy, Chinese states men and business leaders are becoming increasingly aware of the crucial role that branding and communications play in this process of growth. For all major brands, international or Chinese, the aim is now to better tailor their products, image, and communications to the needs of a growing, more complex, and more demanding Chinese consumer base.

H&M will launch a new collection in November in collaboration with luxury brand Versace. Co-branding is not new in the clothing industry, especially for H&M. The company has already collaborated with large luxury brands including Karl Lagerfeld, Viktor & Rolf, Jimmy Choo and Lanvin over the past few years. Why is co-branding becoming popular in the luxury and fashion industry? What are the risks and benefits for the brands involved?

Product placement has become prolific on television and movies and has come to play an important role in product-based brand marketing. Local Chinese brands also utilize this tool to promote their products despite the huge cost involved. It is no longer surprising to see Chinese brands appearing in big Hollywood productions as they try to transform their brand images. Recently, in the hit movie Transformers 3, several Chinese brands were spotted.

After a recent promotional video in Times Square as part of a public diplomacy campaign in the US, China is again attracting attention in the Big Apple. Recently, Xinhua News Agency rented one of the major billboards at the north end of New York City’s Times Square as a long-term advertising space. As you can imagine, it got people talking.

Understanding the potential of a brand is absolutely critical in terms of corporate strategy and brand investment decisions. Without a clear understanding of current brand equity, it is difficult to realize key areas that can be improved. Effective brand vision requires investments both for the present and the future.

The current surge in the knock-offs brand market is continuously on the rise in China, accounting for 15% - 20% of products made within the country. Pirated brands of all varieties can be found – apparel, electronics, online websites, and even pharmaceuticals. These items are purposefully created to resemble famous brands, but are only a ‘copycat’ version that is sold at a much cheaper price.

H&M launched their international marketing campaign in March headed by a collection entitled “Conscious Collection”. This collection’s message is quite different from the normal “fast fashion lifestyle” voice H&M shoppers are accustomed to. The new message encourages customers to be more socially and environmentally conscious about their consumption choices and remain fashionable while doing so. However, since H and M operates in so many countries and cultures around the world, what constitutes a conscious collection may vary locally.