BRANDING NEWS: UK businesses must adapt to secure Chinese business

Despite a growing appreciation of the wealth of business opportunities available in China, most UK companies are poorly positioned to take advantage.

Only 22 per cent of opinion formers rate having a Chinese version of their brand name and identity as ‘'very important,' according to research commissioned by branding, interpreting and translation company KL Communications.

Marketing to China is considerably different to seeking business in other countries and without the proper preparations it can be very difficult to capitalise on the business available in the world's second largest economy.

Kevin Lin, MD of KL Communications, says, "Western brand owners often bury their heads in the sand. The UK is competing against every other country for its place in China's hearts and minds. Branding doesn't work if your customers cannot even read or remember the name."