China's brands go global

The perception of "Made in China" is shifting. With valuable intellectual property portfolios and global distribution networks, some Chinese giants, and some small and medium-sized companies, have gained high brand power overseas. As momentum grows for global expansion, how do Chinese companies go about strengthening brand values? What are the key elements in establishing "Brand China" as innovative, cutting-edge and pioneering? And how will IP protection and cultural tradition help Chinese brands as they go global?

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