Monthly Archives: January 2012

Chinese consumers want authenticity

The Economist reports that Chinese consumers are falling out of love with fakes (The Economist, 14th January 2012). Counterfeit goods are now looked down upon as more and more Chinese consumers aspire to flaunt a brand name. McKinsey found that the number of consumers who said they were willing to buy fake jewellery fell from 31% in 2008 to 12% in 2011. In other words, the authenticity of real brands, with real heritage is becoming increasingly valued.

 

Heritage is not just about history. Essentially, it is about staying true to your values. The heritage of a brand needs to be cared for as much as the heritage of a nation; in some ways more so. But heritage is one of a company's greatest assets and Brand Heritage News intends to provide a forum for discussing these trends. We do not intend to analyse branding per se, nor are we particularly focused on heritage brands (i.e. those brands which use heritage as part of their USP) but rather the evidence of any company's (young or old) attempt to preserve and communicate its brand's heritage.