Strong international brand part of Chinese Dream

Chinese Dream can help brands grow in China, according to London-based research agency Millward Brown' latest report, The Power and Potential of the Chinese Dream, which was released Tuesday.

Chinese consumers have a strong desire to realize the national dream and are quite confident in its fulfillment.

Forty-nine percent Chinese people believe that the Chinese Dream will definitely come true. However, Chinese consumers also fear that concerns like environmental pollution and food safety may become the obstacles to realizing it.

The report also found that customers believe brands symbolize national power and that having strong Chinese names accepted in overseas markets is a hallmark of the Dream coming true.

McDonald's, Coca Cola and Apple are some of the most visible manifestations of the American Dream.

"Our findings suggest that China should have truly international brands as the symbols of the Chinese Dream and will enable faster development of Brand China outside of China," said the report.

Brands that match the Chinese Dream have higher brand value.

The report said brands help narrow the gap between the national dream and personal dreams by, for example, ensuring food safety, taking more social responsibility, and removing obstacles to the Dream.

"It's possible for brands to achieve great success quickly or to misread the opportunity and confront obstacles unnecessarily," said David Roth, CEO with The Store WPP.