Brand Drivers” are short written description, keywords, and visual elements that help to articulate the core attributes of a brand. They are used to communicate the positive and negative perceptions of a brand and thus to build the brand’s reputation.
Quality turns out to be the dominant driver to build a brand’s reputation. Advanced technology would be second, however in certain regions within China – e.g. in the South-west – “Good-looking design” would be the second strongest driver (32% – not shown, since above Fig only depicts national averages and “Attractive/latest features” would be ranked third with 29%.
Brands are more important in China than elsewhere. When shopping 66% of Chinese consumers base their purchase decision on a short list of predefined brands. Thus being among those few brands on the consumer’s short list is crucial in China.