Innovation Made in China

June 2017, ISIB freshmen majoring in Brand Strategy and Management had to research and present their studies about which Chinese companies stand for innovation.

Their presentations covered brands competing in the mobile phone; tourism; automotive; skincare and cosmetics sectors. The best examples received awards according to: "Best Presentation", "Best Analysis" and "Best Future Innovation Proposal".

They identified target consumers for the specific sector, giving a detailed introduction of their new product in terms of its packaging, the brand emotion it evokes and its pricing, making use of the project development and management knowledge they learned from the course.

The challenge of introducing new products within existing brand portfolios is not only a challenge recognised by freshmen; it's one that faces enterprises constantly. NPD requires strategic, rational thinking and comprehensive market analysis - with the help of data. A product can only attract market recognition and survive brutal competition through effective promotion strategies and the sharpening of its specific advantages.