International Branding

In: Business and Management

Submitted By njmaynupt
Words 799
Pages 4
International Branding
---------Coca-cola and its story in China China is very attractive to the investors globally for it has 13 billons potential consumers and has quite strong consuming power in south-east part of China. As far as a brand does well in the market of China, they can earn numerous profits and will have a bright future development.

Coca-cola is a US brand which is more than 100 years old. At first it only sells coca-cola ---- a kind of spackling drink that is brown in color and bitter-sweet in flavor. What interested me about Coca-cola when I thought about international branding is that it was the very first pioneers who came to China. It was hard time for foreign companies who sell products. Coca-cola also had very twist story at its first arrival in China.

Trance back to the 1927, Shanghai, Coca-cola was firstly translated as “蝌蝌啃蜡” which means “Crickets eating the wax”. The name was strange and people thought it tasted and looked like Chinese cough syrup. The citizens were not as easy get used to foreign products as we do today, they would rather buy local drinks which were colorful and sweet. As a result it had quite poor selling records which made the managers worried. Finally they decided to post advertisements on the newspapers with an award of 350 pounds for anyone that comes with a good name for the products. A Chinese professor in UK won the 350 pounds in the end. Coca-cola was called “可口可乐” which means“tasty and happy”since then. This new name brought coca-cola back to live again for it sounds funny and easy to remember.

We can see from this story how important the brand name is when entering a new foreign market. Today, almost every young people in urban places drink coca-cola as habits. When they go to eat fast food in Macdonald, they will have cups of cola at the same time. What strategies of…...

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