REMAKING MADE IN CHINA (contd.)INTRODUCTIONIts a tall order, given that Chinese businesses have little experience developing thetype of brands that dominate on the global stage. Chinese brands have yet to gainenough status to earn a price premium over global counterparts. Not only that, butthey are still tainted by association with shoddy Chinese manufacturing. Consumersin developed markets are skeptical at best of Chinese products.Still, there is tremendous potential. Japan, Korea and Germany are among thenations whose brands have overcome hostile or skeptical consumer perceptions. Itwas once seen as down-market to “buy Japanese,” for example, but today fewshoppers consider “Made in Japan” a negative.And in our hyper-connected, globalized, fast-moving world, the journey fromnegative to positive perceptions can be significantly shorter than it once was.Millennials already have a very different image of China than the outdatedassociations that may linger among older consumers. And the youngest consumers,Gen Z, have only known China as a rapidly modernizing economic giant.