To address a growing demand for information about doing business in China, one of the leading law firms in Minneapolis, Fredrikson & Byron, organized a business seminar that focused on working with Chinese business partners, marketing strategies, and legal protection. Among the presenters were Fredrikson & Byron attorneys Ruilin Li who has practiced law in America and China; Dean Karau who specializes in intellectual property protection; and Chuck Segelbaum who chairs the firm’s Patents and Intellectual Property Strategy Enforcement Groups. Christa Tiefenbacher-Hudson, managing director of TripleInk, was invited to speak about marketing communications and branding for Chinese markets.“China is on everyone’s agenda today”, said Christa Tiefenbacher-Hudson, “but to business people who are planning on entering this market it was helpful to start their information gathering around issues that are core to their business: their intellectual property and their brand. This seminar provided a good framework for them.”
Branding products for the Chinese market poses special challenges because of the rapidly changing marketing environment as well as the cultural and linguistic differences. Globalization is putting pressure on Chinese marketers to think more strategically about building their brands, rather than just building cheap products. This is also impacting the perception Chinese consumers have about their domestic brands, which are no longer considered inferior to Western imported brands. These rising Chinese brands are competing more effectively with Western brands for growing market share in China and abroad. To be successful, American companies have to carefully tailor their marketing and branding strategies to the Chinese market, starting with adapting their brand name to Chinese and developing a message that resonates with Chinese audiences.
About TripleInk
TripleInk is a leading multilingual, multicultural communications agency based in Minneapolis. By integrating languages with strategic marketing and multicultural insight, TripleInk has provided strategically driven creative solutions and practical multilingual communication tools to clients who want to reach international and U.S. ethnic markets, including such companies as 3M, American Express, Anheuser Busch, Arizant Healthcare, AT&T, Cargill, Carlson Companies, Cingular, Daimler Chrysler, Hyatt Hotels, Manhattan Toy, Marvin Windows, Mentor Corporation, Northwest Airlines, Possis, St. Jude Medical, Target Corporation, The Scotts Company, and others. The range of work includes print and broadcast advertising, brochures and videos, instructional and promotional materials, packaging and labeling, and website localization. The agency is an operating company of Martin|Williams, Inc., which is part of Omnicom.
To find out more about TripleInk, please contact Christa Tiefenbacher-Hudson, Managing Director, at 612.342.9790, or email us.