Branding and Design

If they are to appeal to European consumer perceptions and expectations, most Chinese company identities and branded products need a visual, cultural and design adaptation before market launch.

Without this, market success is not guaranteed: Chinese company identities and brands that resonate with Chinese consumers in China more often than not don’t work well in the EU, let alone in each of the 27 EU countries.

A company identity and its brands have to engage and appeal to European consumers and business customers on a rational and emotional level.

So just as there is ‘localization’ of Western brands in China, there has to be localization – adaptation – of a different sort in Europe.

Together with the adaptation process in making a Chinese identity appealing to Europeans, CEMS 360° makes sure the client’s identity and branding is clearly differentiated from European competitors operating in the same product category.

Finding out precisely what identity and brand elements need to be adapted – and how to differentiate them from European competitors – is an integral part of the market research we undertake for Chinese clients.

Our branding experts and designers will make recommendations about adaptation in:

  • Company identity & naming
  • Branded product identity & naming
  • Brand positioning & differentiation
  • Brand design

To enable clients to implement their marketing strategy, our brand design services also provide creative development, graphic design and production services for:

  • Logo(s)
  • Websites
  • Social media platforms
  • Videos
  • Packaging
  • Stationery
  • Product brochures
  • Corporate profiles

For these services we offer a range of standardized design packages at fixed and highly competitive prices. You know what you are going to get at a very reasonable price, without add-ons.

We can also assist Chinese clients by facilitating the necessary intellectual property and legal processes for:

  • Logo(s)
  • Name registration
  • Trade mark registration

Design and branding creates value

Apple is one of the world’s most successful lifestyle brands. It not only achieves this by developing aspirational products such as the iPod, iTunes, iPhone, iPad and Macbook Air, but also through meticulous attention to aesthetically pleasing and consistent design across all its customer touch points.

Apple recognises that its holistic approach to design has financial value. Design continuity is integral to its strong brand signature, making Apple instantly recognisable to consumers, reinforcing the loyalty of its fan-base and generating a desire to own Apple products.

Apple’s design is applied with purposeful continuity across its retail stores, interiors, packaging and sales material – and of course, to its products. As a multi-billion US dollar company, Apple is a testament to the power of design and branding as valuable business assets.

China