China Daily09 December 2012 Issue No:251
What we perceive to be the best of British products for cars and clothes
are the shiny labels – those that scream: "I am the best". Yet,
carrying a Cambridge University certificate into a Fortune 500 company
interview in Beijing screams that out loud, too, for Chinese nationals,
writes Elizabeth Gasson for China Daily.
Chinese account for 22.6% of the total non-EU international population in Britain, according to statistics provided by the Higher Education Statistics Agency for 2010-11. Therefore, it is an imperative market to uphold for the Brits, who rely heavily on international funding to bolster their universities.
"They [Chinese] like brand names. The more unobtainable it is, the better," says Jazreel Goh,marketing director of the British Council. "They want to be seen."
Emma Leech, marketing director of Nottingham University, winner of the 2011 International Brand Master award, says: "I think we are one of the strongest brands in China because predominantly we've been established for a while and we are fairly well networked in China."
Chinese account for 22.6% of the total non-EU international population in Britain, according to statistics provided by the Higher Education Statistics Agency for 2010-11. Therefore, it is an imperative market to uphold for the Brits, who rely heavily on international funding to bolster their universities.
"They [Chinese] like brand names. The more unobtainable it is, the better," says Jazreel Goh,marketing director of the British Council. "They want to be seen."
Emma Leech, marketing director of Nottingham University, winner of the 2011 International Brand Master award, says: "I think we are one of the strongest brands in China because predominantly we've been established for a while and we are fairly well networked in China."
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