Currently at IoD Open House 2018. It was very interesting to hear what Bo Ji – Chief Representative & Assistant Dean, Cheung Kong Graduate School of Business – had to say about the importance of strong branding and the role of social media in the future. Especially interesting was his view on how China perceives the UK as a brand. Whilst other countries had a very defined branding – for example Germany stands for quality and reliability – for the Chinese, the British branding was unclear. We were also at the bottom of the innovation index that they consulted, which is the opposite to what our politicians have said! However, perception is the truth and the UK has a challenge to change that if it wants to do more business with China. It was noted that the Germans do six times more trade with China than we do.

Posted by: Mike Brown – Business Development Director at Geo-Environmental Services.