Chinese brands need to align themselves with 'Chinese Dream,' survey finds

Chinese brands need to align themselves closer with Chinese dreams to be better recognized and accepted by customers, according to a recent study of consumers in China, the United States and the UK by WPP's research arm Millward Brown.

Chinese respondents expressed more confidence and better recognition of their national dream. Seventy percent of respondents in China said the national dream is positive while only 48 percent in the US and 20 percent in the UK felt the same way.

The survey covered 1,500 respondents in each country.

Meanwhile, consumers believe that brands symbolize national power and that having strong Chinese brands accepted in overseas markets is a hallmark of the so-called Chinese Dream coming true, according to the survey.

Chinese also equate strong brands with national power and expect China to create more world famous brands in the future, the survey found.

"It's essential for Chinese brands to redefine themselves and to be more closely aligned with Chinese dreams in order to differentiate themselves from other products or service providers at a time when a lot of Chinese brands are expanding in overseas markets," said David Roth, chief executive for WPP's retail practice "the Store" in Europe, the Middle East and Africa and Asia.

Looking beyond, Roth said brands that help Chinese people better realize their dreams would have advantages over other brands, such as those that improve environment and food safety.