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The very basic investment for a small business should be made to target and position the offerings of this business in a most attractive and in a profitable niche. Later, the business’ success is decided by the facts such emotional relationship between the business and its customers, the acceptability, recognition, loyalty and so on. Therefore it would be more logical to say that the sustainability and profitability of any business is purely depended on how a product or a service or an offering is emotionally recognized as a brand, how it is strategically positioned as a brand, what concepts that brand represents for and how unique that brand stands smart from the competitors.
Therefore, a well-built brand should cover all above mentioned aspects and the branding strategies should be enormously brilliant to beat against the practical circumstances that arise. Chinese brands seem to benchmark in the global markets with their brilliant strategies. In a general manner, Chinese products are recognized in other countries as less in quality, low- safety, cause of physical diseases, worst user friendliness, and standing for low social responsibility. Therefore, the concept of ‘Made in China’ has actually become a desecration for Chinese brands and nowadays world leading Chinese brands have started refusing to use this conception in their branding options. Any brand that is named something like ‘Zing or sing’ would be easily recognized as a Chinese brand in global market and leading Chinese brands have started to avoid branding their products in a Chinese way and yes, they are successful. The best example would be Bird a Chinese brand for mobile phone had been world listed as one of the best mobile phone soon after Nokia. (Interbrand, 2005)
Chinese brands can be considered as role models for any business that is about to brand its offerings on the perspective of avoiding the practical circumstances in a clever manner. Other than, a good brand should represent good ideas that would be beneficial from the customers’ viewpoint or from any other stakeholders’ involved in the business. The ideas might be emotional or rational and most importantly, in both ways, the brand should ensure the end customer is benefiting from the ideas and concepts rather than just keeping them for a business model. Example: Wal-Mart is not just a place to buy products, it is concept of low-cost high quality purchasing and most importantly, it functionally benefits the customers to save their money and emotionally making them happy.
For a small business, these concerns would be quiet enough to make their brand successful in a niche market. However, when the business grows in the forms of expansions, partnerships and alliances, the coverage of branding concerns also get expanded as well well-studied compliance to the areas of where they need to grow.
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