THE POWER OF DREAMS

I think life is much better with dreams

Dreams give me more confidence

to face the futureI take actions in order to

realize my dreamI have always been striving

to realize the dreamDreams make me work and

study harder

How people say dreams affect their lives

LIFE IS BETTER WITH DREAMS.

CHINESE ARE MUCH MORE FAMILIAR WITH THEIR NATIONAL DREAM

Very familiarQuite familiar

Know a little about itKnow nothing about it

Difficult to say

How familiar people are with their country dream

CHARACTERISTICS OF THE CHINESE DREAM DIFFER FROM THE AMERICAN AND BRITISH DREAMS

PERSONAL AND NATIONAL DREAMS

PERSONAL DREAMS ARE SIMILAR WORLDWIDE

PERSONAL AND NATIONAL DREAMS DIFFER IN CHINA

A good life for my familyPowerful country

Be healthySustainable economic development for the country

Have same opportunities as everyone elsePursuit of happiness

Financial securityTo retire comfortably

OpportunitiesBe successful at work

Individual freedomHome ownership

A good jobAchieving more than parents’ generation

Be richerBecome rich/successful when starting out with little

Become famous

The Chinese Dream combines PERSONAL dreams with a NATIONAL agenda

FROM DREAM TO REALITY

CHINESE HAVE A STRONG DESIRE TO REALIZE THE DREAM

CHINESE ARE MOST OPTIMISTIC ABOUT ECONOMIC GROWTH

DIFFERENT STRATEGIES FOR REALIZING THE DREAM

Environmental damage 85%

Food safety 83%

Insufficient medical insurance 78%

Educational system 76%

Heavy pressure caused by fast-paced life 66%

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3 4

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CONCERNS FOR ACHIEVING CHINESE DREAMS

The Chinese and multinational brands can help BRIDGE the gap and REALIZE the Chinese Dream

BRANDS AND DREAMS

BRAND EQUITY IS HIGHER FOR DREAM-MATCHED BRANDS

BRANDS THAT MATCH THE CHINESE DREAM ADD OTHER CHARACTERISTICS

CERTAIN MULTINATIONAL BRANDSMATCH THE CHINESE DREAM

Oversea recognition of Chinese brands is a manifestation of China’s growing

influence67%

Quality life means change from “Product-based Consumption”

to “Brand-based Consumption”

58%

Iconic US brands contribute to America’s international prestige

42%

CHINESE EQUATE STRONG BRANDS WITH NATIONAL POWER

CHINESE DREAM CHALLENGES CHINESE AND WESTERN BRANDS

ICONICCHINESE BRANDS

CUSTOMER FOCUSEDSOCIALLY

RESPONSIBLE ICONIC WESTERN BRANDS

TRENDYGLAMOROUS

INSIGHTS AND ACTIONS FOR UNDERSTANDING THE CHINESE DREAM AND BUILDING BRANDSEnable China’s next phase of development and Key component in company and brand success in China

Speed and change of China need continuous understanding Manifestation of China’s understanding that both the country and individual are important It’s the individual that is going to drive the key part of the domestic strategy - consumption growth.