THE POWER OF DREAMS I think life is much better with dreams Dreams give me more confidence to face the future I take actions in order to realize my dream.

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Presentation transcript:

THE POWER OF DREAMS

I think life is much better with dreams Dreams give me more confidence to face the future I take actions in order to realize my dream I have always been striving to realize the dream Dreams make me work and study harder How people say dreams affect their lives LIFE IS BETTER WITH DREAMS.

CHINESE ARE MUCH MORE FAMILIAR WITH THEIR NATIONAL DREAM Very familiar Quite familiar Know a little about it Know nothing about it Difficult to say How familiar people are with their country dream

CHARACTERISTICS OF THE CHINESE DREAM DIFFER FROM THE AMERICAN AND BRITISH DREAMS

PERSONAL AND NATIONAL DREAMS

PERSONAL DREAMS ARE SIMILAR WORLDWIDE

PERSONAL AND NATIONAL DREAMS DIFFER IN CHINA A good life for my family Powerful country Be healthy Sustainable economic development for the country Have same opportunities as everyone else Pursuit of happiness Financial security To retire comfortably Opportunities Be successful at work Individual freedom Home ownership A good job Achieving more than parents’ generation Be richer Become rich/successful when starting out with little Become famous

The Chinese Dream combines PERSONAL dreams with a NATIONAL agenda

FROM DREAM TO REALITY

CHINESE HAVE A STRONG DESIRE TO REALIZE THE DREAM

CHINESE ARE MOST OPTIMISTIC ABOUT ECONOMIC GROWTH

DIFFERENT STRATEGIES FOR REALIZING THE DREAM

Environmental damage 85% Food safety 83% Insufficient medical insurance 78% Educational system 76% Heavy pressure caused by fast-paced life 66% CONCERNS FOR ACHIEVING CHINESE DREAMS

The Chinese and multinational brands can help BRIDGE the gap and REALIZE the Chinese Dream

BRANDS AND DREAMS

BRAND EQUITY IS HIGHER FOR DREAM-MATCHED BRANDS

BRANDS THAT MATCH THE CHINESE DREAM ADD OTHER CHARACTERISTICS

CERTAIN MULTINATIONAL BRANDS MATCH THE CHINESE DREAM

Oversea recognition of Chinese brands is a manifestation of China’s growing influence 67 % Quality life means change from “Product-based Consumption” to “Brand-based Consumption” 58 % Iconic US brands contribute to America’s international prestige 42 % CHINESE EQUATE STRONG BRANDS WITH NATIONAL POWER

CHINESE DREAM CHALLENGES CHINESE AND WESTERN BRANDS ICONIC CHINESE BRANDS CUSTOMER FOCUSED SOCIALLY RESPONSIBLE ICONIC WESTERN BRANDS TRENDY GLAMOROUS

INSIGHTS AND ACTIONS FOR UNDERSTANDING THE CHINESE DREAM AND BUILDING BRANDS Enable China’s next phase of development and Key component in company and brand success in China Speed and change of China need continuous understanding Manifestation of China’s understanding that both the country and individual are important It’s the individual that is going to drive the key part of the domestic strategy - consumption growth.