Australian businesses currently export 150 different brands – with even more brand messages – to China. As a result Australian producers are competing against each other and in the process, running the risk of confusing Chinese consumers.
Contrast that with New Zealand, where exporters have worked tirelessly to build a unified brand message, evoking quality and consistency in the minds of Chinese consumers.
This session explores whether a similar approach might be a viable proposition in Australia.
Cathryn Carver, Executive General Manager of Corporate & Specialised Banking, NAB & Deputy Chair, ASA100