Marketing
October 6, 2022
As Chinese companies expand their global presence, executives need to determine the extent to which their brand should be associated with a Chinese identity. Image credit: Shein
{"ct":"t4Pf9GJkFutqZXgm5xG76Qqs5PnPWgBQ5R2RtapvO0Vlzk7SIF1JLVnB91ooQA2vEQVgphAbO3br2\/E\/69jeKsE+BglW1Jv6JmiRB0B38HKMp1HF19adaCamNwXEyFb3F2dJ\/vvMO3d0OpVDn2\/xNP+Ie6m6B94oBGQskSwVCDXXtibveVQdjBpgP2sdiIu+ZbzcFF6EdvWmmvWwNGWSJ25egI4RywFFRc322C5VebXwJSnAAgw+okj4DHmkPFaSD4vFiosn0T8Gal48c5v6dOrQLL9YwZggDVH6AuXM7RRNt1vwyGTpkaLebrYpNgWGqvYbrgqrnKQoKc9PDkngCzRf2JwbkztnWuXNy7ULtGVPXdsThLAt2YnV4xHlayibpc9hcX0EdVQelmDVTqAan3pwqJlXMaxfOp0Cm1xnDNjspRBl\/7ucYS1MzPWdWNmjpgljSFQDpAU2pLCNmkN7aEPE5jco4P3vvdFPaP7wn52jv4SjzmcsdHNNUpXr09JwdMCeRMAyvdSEHtBhpoXW2PXvd00ykpNUOPEjfWcc9qRVmrWp9eEdePvgVTbayofmMo9lYq02Hizt958iaGPti9fJ\/l11Xm\/Fwba9vMwj6F0wARajWL2nc5YW3YZaeLRGKuTHDDkzoB\/u6EQuILaw0uezJdvLKCIjVWLAG23Zbn0IYA3mwm0S7Kcz+iVbm\/qtv2thaLvG4SEB64Mbd3RbJbuJw7djuNo0z7xm\/+OxfyekEADEQBlvPk7LQwEV0TQO4aDZ6QA2Rf4Gq3sVCBdUxZY+uKNfGCuw79xmGEwgd\/J5Bh9kRDfyCfhGjmrYhvDRiMCM\/RCkGgPbtabAULqcPvV50gLFfhn531ufSQ6YiwDS8+kgWMdVwYgvz6vpZ0zs0ys4uwf5WF2hIF+bGL7TD2McmlcPm\/nzBi4xoHcEjhsafRuBKICMi6XS3hwCsri4vox9urx8s3+UuhZTw92ey36Bj3Tc+hoCdGRUMUrots\/pR3PUBXc2+m3G3gQG1gHLHs3dUKQg4K263U\/feTdpN7MZJ9letXA5nG2etdM56wA6gyffY0LRwx7t3phesqrq6CbTCV0DsEg17BPbkYXk9AbFp5ln4dAxmE\/62Y\/LVmbQatbRT+brp\/QOvwfYcGNwNAfLiAAjxfGLUeaz60\/ictvC46bgWN3x8ao\/b3+gJUu2sA980R3EfQFr3yrlQqo1eaQLwejjLTYtS6C1ASMUT5g9\/ZDKLwrDJhlluPqdU26Zqywz01njEyo1lDFv6D5X7\/8KZoq49+PqaDddQdgOm7v1gEqW8O8RnRb6JsqfHahYdbthjibC6GaWBjabklt74YnRzKOsJBVPoDdAb4AAzJmhJ\/NvBsP1LThd+bfMldVLVNL3kYC\/Pi6jMTrwzrqquR+c0soAE+41mUYIBfUqc4R6MU9T66OP290feyUPdHrgaYXjWpmtfZwH78keNwwmyerq+wT2YOJ9Ff3pUqVijHj0DYTsVj83\/ve2nUZ3S+mCV0DbJ3O57UDomfmnQd83v8dlfmp2+YK80XzqeaSaWHS3KC4isAvvmgtvuDKUsjj9CYnSr\/sJlI34Nu\/XihhkIugOBz\/JSj76g38Cw\/IOvPntuL4zP+O28JhTat0vLSh3s0ZhI+W+pr9OjRN2hSKbv5Mr2OPX6g9lMlGosjun31HeYAFOUTz29z1lHKNnhE1uVh+6CCNFIkahBdSsaqPmNYd078w162MdPN5FRIvr3j2jYQYJ7O0TFOYoQ\/PNUQ5kKF3u3J+kza0vA8yX9uP+nLYDNmlvdn29c7cAZi0KkylIM9SksMLW5EEJK9TsOMj8LVx3JYY+8wEL\/AZkpKniNKb0fxGqM56sYRMtTMxEbp+Hf5RdAw1tyKfP8J6jk7B85412kPUMWPcChFwUXjGIvK5o3LwEkTqv3uJNc7E1iq9m4oVwZo\/B7TkIiFN7l0b3WTbfrx\/3Dj44bc5oELLUvxOVi5yvuVGmxgPbeyDqrEJf7y7dNIzq8mPhVd89Nt5J0Uro4XkMWz+VeU031RpnOjJfy87rr1nredenFjWL\/75FSFS3X9ZzhMhu84toisrNQzyy5nHZ0IWEdeXpozVn15fAGJzDp5gL1vFmtStPdGHi\/V\/VoDvd2zxdY2Xf6qEWSzN2orMJCFm4oaFE37dYxMOVn7Ec3Et5kivrYk\/CR9aSyTzR6SnF2\/bRefcHBQ2dnboVNE+GmCs47gAccKU0z6kLBwuVNqoICR5Rc8ei2G\/i+tE6AOGZcXHUl\/F9C6IxNxIJINidY03xdlwPsaDkFQY6K+8Z1LFADENJafxNY2frRVd1PPa8ShMGvftz3KIY4C7mCa4CVf2GrKxG+syk4\/tky36BW7yYHBxdyR0qlgmfdHRYIgPz+sXRQrdFjU7U99xxsTcs+ubkAEw2U2xN1P051FoPVLaFPOOCH5EFI+cfzXg06dZkQ2tuvuJKKSXlG5\/8KCWJ0QGlCUpFRoVSoIaH1VZtld6o0oBr0hsHF+Wu5C5ZlC+Jyqlr9cqgRqImv4OHozu\/2QXL4mJo5\/KTD7Fey0K3CoqaoOJmSncOx9+j4Kec9oCbrjmMxTKTFkFalDRdhS5L2+h\/rEhlYwCUgLze5diDwxSEGU7FeKD4jvwy9bVjWWjYkdSy5lRkzzKdaUSfKGQ70xGeIN98sPT7sWoMt5oAo4xv+C4WPBFDAMdZjn43DuVOactADwdu1LZjnA9D8FRP35qWrrfnOpkf3uzoVagxjaIqwWObHYFbSObY5UP7mFQqbvvu8y8Rdk56MiOc0Dyo0r5BTMeXa3uh\/Qz9Fw4LUTxTE\/zMs61v9x3tClgfZXFp5e2eroUf85\/5FxBYY3UrHcH5CGhv6A76YpWavWG1IAT9ROIzHUIuBBZYRrzqHdhiz6MxGGlOVfn+L7wwxAtpEEoxSIhhZti+IjL4NgFBmw3ha05ty1cIuFJD4P3NDJXY3izobkTo4PpjZ+s28LqJq3HMiSZLtpy434INgevM9P9UhRwiZ6H+S3N58vlXXnuGdzpt6X4Udc3S6jPrQmf4VjCBWz3TDiBF16XBPxpw065x0oTbxczqIOS0uLfzzIxArch2FZdI4NIOuQoi1O3\/IgT9iScfM0tqTf6LJa3GB6wZ91KA00zHGDn\/Cv9spKwWcwWD\/4s9hDyvADr6VMVPm68HHYsKExavzAMNwNKjMArmx\/k2E8SEo120YTVuk0m2QZtgyoU3HnsZye7rTukCyPpTrxxd2kgGXAmLOBSdKrDvWg5UDzz5Hpu\/8wG9A4IOqJq4gVDQpxfobCbZvwdY1+GreRZhRzoFhNO4uCqBFWiztZWsG3BWUV4g3f6uGjdy+RihOTJTGko7mMl4xC03nKLElbKUPol9GekI6W\/ebT1G9\/Lbh7v6bD3IH8vQwIIgA76w272lS3rFnYMQi+G3fz8ttNYkdbi7Hs8W0OqSn7xhU+hFuOmZVAkeCueoZXaUbsWoCQFZQuFmiJkzLnBq8+yYdnaBU+GB9ek2XK5wBlgDGZxSl1CKzGrx6H29BDPVnJ1u7IldXNyjz20DZa6eUArCOYFvGH+8qOkLoFDlx8ZULRdK5i3ON+gSyVgM\/VP2CV9F\/+qVgnhlk4hy6a8KzHn4\/06gk0pQDM+BzI8t8Ey\/O2CTlo7Sy4YnlvhG0WdCtsDE0+DFwSR0IMiMjUzh0xx\/M89RT8EjZIsuLxjSWoUnIll5BgF3IVGyiyX\/\/u4Bob7vzH\/Utp7y8xtvIDubeJStB\/9JfhNdG9eVRdMSRC4TwXyxt4O60iUPLUQu4irmcQEAfmTWosr9P5csGbJTZLtRfFWgeKuQCG\/Sik2pJZh+9EX8BSAIzrBCaR8ng+ngjVrA+OqNfL8PJDvqkV960BlTpdmMewVx70PXGM6PxhDVJQNVZZDM8eXwd5iOopDXGv5O38DUUwbTRpDBgB11I3zKsGzEePlkfucQsxWqQDJL63EtfIAgYwpzg\/QGz+v\/\/FRCjtndnBLE7cBpg0bkYe0J0daSl9SgHc0aYcMZzbfEyJhWE86DiVIzQhP0ndDk4zovF6IbgK4PuqpefYMiMCELRmK9vUzT3cRb5IIvH\/GtIJzRVPfugCVbvTeRFtLI4p\/NEZwhOYduHualfsxYbStpNmftB2mEn4M\/lwsPyB0b8nvxwcyUJaK8tmQ80gG66Gf2gXqP6RBqgCwdi93dlxHotJg7WbloWiLD1F1b6aEeQmSYksS2Y51SMwyt02\/4T5FtQeV1Qiso+QcdKJmCo2\/JphnfbN8u5TuN0js1A1d0GOdrHxDaka4h2WFPonmKPf22zG341109cudZkot5v7CZ3HpEhOoXRp7sxCJ9boD7HcOZWYKWsglTfaPnY72CeuI2m6wj\/\/N0imXKHbnz0zNxjnHaCDU8mU\/I38+dEkHTwPPbCkO4cNSGX87hvertTRd9Gx1yEzCAGeeojAUqONOg9u\/Hj4qkwwphR5zBfv\/l\/o\/8dFw4JK9kxcGLKSVJ1uTotfEp62u2B9N4Am5Ty\/70YW9HsX4CAAL2Mnb6uw8dATGvdmxReyL81Rg0wS16TBrSXZiFeN1sGwjiSGLMz8ZiOKk+Xs1tSNkRzt\/v7tS2LffBYz2JICAPqO12X+s5Fe8DM+nHwbmFSPS26BJDbh5GPXB\/\/pDyA0aT88I7IflCkS4beTZdp4AJ4UMVcgckhk5ca9NDbDRGpzet8wO\/KfJkf5HDoggyDQ9Khj61bIJN3EwS\/k5BUP66eD8SzkfIHfkbRmO\/FTjZQyiHS5nLOamnh8am49bIy+WY4z99CxvKGblUr0nJkY1jT3gXcNvrtaKGzsrhjnya2rmNBTmUqR6VIELS51qPoX8Bx9gXc2Pxf6ePQ0CqcXJ9GR65k4oUges5WVnJ7g9jSG9roXkz6BNqJ\/9E5IZReI9HZfOS0fg4OzMoq8yjGQePadByd3+eXBz4T0jLuYgEApkTRpIUyOvvf1t9YIhF6BZcVy6nRatOB4R3mX+z0Mb7NtvJ0Wt6DnovszuuPyA0R6noEocKlmQbLmjcbdMQA3fQPx+Pik30DpQXV4M79ch0gc1hTTnOLkO4lfBwGAsoHu9jm1QN4kyVCyP\/uLA0ZgKFrJXrnQjVZ\/JIINMOUk++qotKJbWe+K9eLeYgvHCElEceGLzdTQ758zMVwFZdc9y0MD\/FAlImh5LexSHCEY9fIFILshz4cFi0NHAtnkWDbc3VJH\/jTwJzMMAW2tWaUfG5YyEo2LLFxsDYizucWUiiazi2eptOYphioKycbB9TuIKf0RpAar4epW3y6W350e3YfKccbX74EV01bAjq8A4RbeSfEs67T3e9jzIIjZO4qa65xy5c62ntbupjYSuyhWUjO0Sl58CfKCzev3\/pb1B1cQZamBYIXVU+FicT2aR4DlW8B2nmSXXXYt5kZOSEZl6XcYxtmwLCojUErRquzYiT5AyudBU9riDf1oyocdOqP0M8NgEih\/sjw0oeB3wJmSm8zJXk5FkaaGwowEhwx38l2VJ7Qcg9tN\/d69gMSIlC6WA6a77ixdBFLQ0fYR8wTYhTwg4HwaBGMhmXIsdWO0k73NSld8R5ShjH2iyUHHQOdUqzBLSeiQxTw8+KkOk5q1Z8QFDYuSm6woRfFxssdRdVriSrCC8G\/uMXu+WN1Szq1B0QlrrRH2oO2GD6qTT2xgZJXlf++ZVCpCqFiamWSOY9eAIriI+cUJTzwtvCp8eCEBUZcPTuiMkw742Wu4MnBeP1cRmlAUol8XN+exc3IbHt51nZh2tx1mTNiag\/WmOeU9WRCoHP2Fv+C4N98\/IygfSRc5aHaBfOcqrhdArGRSB8I0sX1w1jdve5zBRlHbPCx3c07U+HTm2YQFe1Q3U0Y2vj+d0eVlHvZFJMxsRm66rWn2rL\/qSkeTp\/Z\/kDyoOMRAEDHfkNiPexCBOXLFxQuHZ4xk79uQJtk8JHDMrKcCVXgJFEYAIczlqzgimoQ0tUJzsEWHPSaoU2lUMPDB3UnaXOizt\/qszldy3ixBcj57SP0wD2RISMWHN1f5TGtHrNAY\/NHrZ0ImUNoN5ys9faJ\/6hLWH5UowOK98GLjzsfZaEAtiFTCGPeKjv\/pjDzY5ngDe9cUjsMz2u6DYXAAxDJ3pPpyq6YyvrnstIyTw+7j\/W7vAStALIeFyq96BLAdsWrxiBbeNpGp2piaBaSFLd2U8ezm\/CRmlgYk1UJknyhRclC1xf4HLL9oPNoR6L0Rru+FecHcT\/vuMzG3tGBBQfxZHscffo+KZPOAM+MNqCImbglHm7F7OpiBJ2C6\/FQt6oVvoLyoY\/JZJ+\/hKk5zG\/SNnkxGiE+eXJVMMUl8HTKuyFQL6DUeRFHxdqRBL4IPnrflAGIvSJAsupiF9KT2KVReXze7lKDDYHa4znI7X1eSuWkpEkCrhv4hYYyOwcTVUeU5KnsIm+30IXCfyTL5B7opldOatTeqwtlXhX2Ro\/Kl\/DcjITCA90j6vurcyLK0ErDAVKX8E2sLLnkb6RMrK7TlUdmsfES+aJyfcqE36W39lhdCGevDseH2qxIWWddcCmDy1QJGFLT+jytsG0Z2LWdDCs85PmSIFAxvS5E4pbCu+Pswx8oDvnhzAGk4YEldLDGnAJlM9tj6ZVIJmI6vLubSgSrqQK7EJERTdqKB2HDJwu9R31EsXAOp81SdosS\/e+2yTIr+GHW1zPcA99K8p2vza7VyNB5UWq34WJ2vcbcvVVDZYThsOExnuUx3SQsEaad9evvqdOUETpEAzb5nNcl5pYAHqTKSPaIGllHA59CXb1YcuAGCuFSA40GGxDHqIkaEWOf\/JPFw86xLoe3eoOCyAGp\/cTF+10EmuwDOgrBC\/iiIiYM2\/AKVSgA8TaoINOmib4ueFRNhYfWAS0KV2vud\/iaWcgDleAnS6CYyXV8fS0uPIoEl9lJqdTRW7BmoPvAPZHp1eZArRldZXYVUmEEtY6SD96xyYhxOdWEOpob1L4jqrWMKKR6M98Q4HZhBGnhDY3\/qRS\/jarJei8eUS\/E0cx3MdgmKOp1rNA+vNV4gI1fExneiDp5rJqJwVb1fVXQHSlwUNL2u8wF9NMnsA4785gN5HFyNljx0nLGJPcQbad7\/CsHELCb7B\/2Fd7V8KT3gb2dN8zovvjTtDc7eO\/LFXx2mhLri3JIw6qlnoFY4sMqHOuEuomMHr5s5adp1VIZqIC27W5Xqn2TaKjlgG1dsMQTv\/j\/uUahv64O9gMGhG2cP7W3oZ4ceRcTVaUQGFq9V2bGMkgfahH+lX0bfTpYC9t\/HAOzkcmc+DyAgy4lzy2fngXg1TC7mNivifZCdhERQj+JOYxRvH2JWn14NH85tuqtcibs\/8kuLgD2ZCsuSRASf+O0suY2SmihwTl7gQc3022Leh1WQecCA14cQ4VBdVAsZ+MmaecFk4ff2NQMhJNFAq2g4e+bdvhIfYkPxRP3LNf5+7uBcH14rbvLwbOH3OzQomMyafmd6ycMBdgvfirNCoTZN+6LcLFkCEu7+9QOuKzVS7z0\/3lWTRmpyzzk2B0DlaGHYqFs+6x02dwydSdNripKC6cufk0Uu58wJwD7jL9WIkhDCJ+MaLZLnVy00DSD7v3BE+Zrt3MvCjA4LtvGtduSHVVI0uFMwM\/EVq6QqA36uHdN+gAaRocLV3O0wGm23bEK71xB5VO+\/LYSw0IkWFcvNNKndOqrKUaqOm0jgONHmd6+wR2idDtW6pUBzeBjNsAqd7G7ILsQaH+7GIgcbUM6zXAEbF+UgX0W9+PbsUwbqZzum5y9PdpKHlDpPfICYb6Tsefzk3azvNz95RTfHcieAgYOuPjX3Tuufuc55aCoXHUlakWMA+RDX89B5BbmaEUCz5C4OEMh9PxNqwDmwMadFx0xS5gf\/S747kFPoBaTcV8eRUYQhf9h9GYsHPi2HBFnX2UsJ\/3FpYeacffdlGpXSpiB5GXJwlsrtC4HLBqqty4q1I58SEbMthlfSpHdkd7W2FPkWNWnt0\/DqBbgvLBaSidVrjXsB\/bNzpZmRLK6W2fw4KNrq+oBsB5kGh3X6uq0dv\/krHP\/w0ri4khSn\/Kx4rlkYK8cTPQDR8YMxqVG4kwRfUFUvY9bYVl","iv":"534724412dfb49503c47d04c05414cb1","s":"e64a532960f7da42"}
Share your thoughts. Click here