Campaign Asia: How Brand Purpose Is Driving Loyalty In China


SOURCE: https://www.campaignasia.com/article/how-brand-purpose-is-driving-loyalty-in-china/455807

How Brand Purpose Is Driving Loyalty In China

The ever-pragmatic Chinese consumer is increasingly looking beyond functionality to brands whose values align with their own

Campaign Asia, December 17, 2019

The cat is out of the bag: a purpose-led brand is the next frontier for doing business in China. According to WE Red Bridge’s recent Purpose in China study, all of the nearly 200 Chinese business professionals surveyed said it is important for a company to own its purpose. Yet just 16% felt equipped to do that.

Hosted by Campaign Asia and PRWeek Asia in collaboration with WE Red Bridge, the ‘How purpose drives loyalty in China’ roundtable welcomed marketers from the likes of Hasbro, Benefit Cosmetics, Rimowa, Kohler and the National Football League (NFL) to share their experiences in defining their brand purpose in China, localising the message and navigating social trends.