According to the success of the brand experience in China (including other Asian countries), due to the slow development of commercial law, civil asymmetric information, and trust in the authority of the traditional culture, the establishment of the company's brand even more than the importance of brand products. The usual process is: first of all to launch a flagship product brands, and products by brand name companies to establish the brand, followed by another through the PR and sponsorship activities to further stabilize the company's brand, and then through the company's brand endorsement (endorsement) to launch the brand products. This is the corporate brand and product brands to strengthen each other.

This also explains why Asian companies prefer to use a single brand (that is, companies and brand-in-one product), although in this brand extension, market segmentation and brand names on the transfer of serious shortcomings, however, is very conducive to the rapid establishment of brand.

Consumers do not know sometimes attached to the sub-brands may not be a good thing, the company basically nothing to do with the brand, of course, may be less related to the risk, like last year's Music of the genetically modified biscuit, could Kraft's other brands, such as Olli Austria, will not have much impact. Johnson & Johnson's brand image is all relatively independent, as his baby supplies and clean & clear. At the same time, but also two fatal drawback of the first, the lack of brand synergy, as well as the company secured a halo effect, in particular the Chinese food industry This is very important. Second, due to the lack of corporate image, brand PR crisis occurred when the company is very passive, and the government because of the lack of it, as well as public communication media, it also lost its brand to a quick recovery.

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