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What is branding ? This interesting post by Bruce Einhorn at businessweek tinkers into the ups and downs of building a Global branding and how China companies have failed. Well, let me point out that although this few brands have failed to take off, there are other successful ones around like Huawei, though how they started off was also a controversy. But that is besides the point.

China is a world-class manufacturer but when it comes to managing global business ideas, they still have a long way to learn as China has been stuck with bureaucracy for a long time. So TCL, Lenovo and Benq will need to pick up the pieces and jump back stronger.

Anyway, here's some idea on what branding should be.
     
A brand is not a commodity that successful companies can buy. A successful brand is a highly valued asset that the best companies build – for themselves, for their customers and the markets that they serve. The most successful companies began the process of building their brand long before they first opened their doors to do business. These organizations define their vision and their mission along the lines of a defined brand strategy.