"Every Category is Worth Revisiting with a Branding Approach." Against the backdrop of a rapidly restructured global manufacturing landscape, Chinese companies face a crucial choice: continue competing in low-profit OEM models or invest in building globally influential, independent brands?
For Dynabridge’s founder, the answer is clear. This seasoned American brand consulting firm believes that as China’s manufacturing cost advantage fades, brand building will be the decisive factor for Chinese companies to stay competitive in the global market.
Data supports this view. According to recent market research, brand premiums can boost profits by 30%-50% in the global consumer goods sector. However, Chinese companies represent only 14% of the 2023 global top 100 brand value rankings, much lower than their share in global trade. This disparity highlights the shortfall of Chinese companies in brand building.
“Chinese companies have achieved world-leading levels in product innovation and supply chain efficiency, but they remain inexperienced in localized brand marketing,” said Dynabridge’s founder Yao Yao in an interview. As a veteran brand consultant for overseas expansion, they are helping Chinese companies bridge this gap.
“Every category is worth revisiting with a branding approach.” This statement by Yao Yao has repeatedly been proven true in the global market.
As the blue ocean of cross-border e-commerce gradually turns red, Chinese companies are at a strategic turning point: how to upgrade from pure product output to brand value creation? This question has also become a core focus for the Dynabridge founding team. As a consultancy focused on helping Chinese companies build international brands, they are keenly aware that in the global value chain, brand building is no longer optional—it is the key to establishing a sustainable competitive advantage in international markets.
The COVID-19 pandemic in 2020 unexpectedly accelerated the globalization of Chinese companies. However, this also exposed a stark reality: while Chinese companies’ hard strengths in product development and supply chain management have rapidly improved, their brand-building soft power remains a major shortfall. From insufficiently localized product naming to brand communication that fails to resonate emotionally with target markets, these issues are limiting the depth of Chinese companies' global expansion. Behind the rapid development of cross-border e-commerce, the Dynabridge team keenly identified a critical pain point: many high-quality Chinese products are popular in overseas markets but fail to break through the "ceiling" of brand image. From logo design to product naming, many companies struggle with the “misfit” of brand-building, making it challenging to meet the rising quality demands of overseas consumers.
"Research shows that in the decision-making process, only 20-30% is based on logic, while 70-80% is based on emotion." This striking data shows that Chinese companies, while leading in product functionality and iteration speed, struggle in creating emotional connections. Recognizing this market gap, the Dynabridge team embarked on their brand empowerment journey and, with their exceptional services and extensive market experience, made it onto EqualOcean’s "Top 30 Overseas Service Teams of 2024" list.
In their view, Chinese companies have the potential to build world-class brands. The key lies in transforming product advantages into brand advantages and supply chain efficiency into brand value. From NEENCA, the top-selling knee brace brand on Amazon, to leading headphone brands challenging Sony and Bose, Dynabridge is proving case by case that when Chinese overseas companies begin to take branding seriously, the opportunity to break through growth ceilings follows.
Dialogue with Dynabridge Founder Yao Yao on Brand Evolution:
EqualOcean: Why did you establish Dynabridge? What was the market environment like? How did you identify pain points in brand building and marketing for companies?
Yao Yao:
"The COVID-19 pandemic in 2020 accelerated Chinese companies’ globalization, especially with cross-border e-commerce. We observed that while Chinese products were popular abroad, their brand image was weak. Many companies lack localization in logo design, product naming, etc., which falls short of high-end overseas demands.
After 12 years living and working in the U.S., I understood local consumers’ psychology and the market. Combining this insight, we saw a massive market opportunity: helping Chinese companies improve brand building and marketing capabilities for better global entry.
Dynabridge’s founding team includes colleagues from my U.S. telecom industry days, bringing extensive industry experience and academic background, including two Ivy League graduates and an award-winning designer. We also built a team of local marketing and brand experts to ensure our services meet overseas market needs.
Our advantage is our deep localization capability. We understand the U.S. market, know local consumer preferences, and have resource integration skills. Just as foreign firms entering China need localization, so do Chinese firms in overseas markets.
Through Dynabridge, we aim to help more Chinese firms build globally competitive brands and succeed globally."
EqualOcean: What are Dynabridge’s strengths in brand building and marketing?
Yao Yao:
"Our strength is a fully localized team. Our members are all from the U.S., with a deep understanding of its market, culture, and consumer psychology. This lets us offer precise, localized branding and marketing services for Chinese firms.
Unlike similar companies that hire foreign students, our team consists of native Americans who grasp cultural nuances, slang, humor, and social media trends, essential for deep consumer connections.
We emphasize local visual design. Different countries have distinct advertising styles; even similar Western countries like the U.S. and Canada differ visually. We tailor brands to U.S. aesthetic preferences.
For efficient project delivery, we have a project management and business development team in China for client communication, while our overseas team handles core tasks like content creation and design. This division ensures localization and boosts efficiency."
EqualOcean: Share a successful Dynabridge brand-building case. How did this benefit your client?
Yao Yao:
"Dynabridge has strong, lasting ties with top category sellers and renowned domestic brands, becoming their preferred partner in brand localization. For example, we transformed NEENCA from Amazon’s top knee brace seller into an international brand. We provided full brand-building services, from brand exploration, positioning, and design to website creation and brand video production.
NEENCA holds 70% of Amazon's knee brace market, showing our deep collaboration. Beyond branding, we helped with brand video production and worked with their video team to expand.
Through this partnership, we proved Dynabridge’s strength in helping Chinese firms build international brands."
EqualOcean: What is Dynabridge’s core value proposition?
Yao Yao:
"Our core value is upgrading Chinese-made products to globally competitive brands. China’s strong supply chain and manufacturing are often undercut by weak brand-building, leading to lower profits. Dynabridge helps companies upgrade through professional brand building and marketing, directly reaching overseas consumers for higher profits.
We believe Chinese products can compete with top brands globally. By adding emotional value and cultural depth, we make these products resonate with overseas consumers. For instance, we’re helping a headphone brand, previously sold only on Amazon, grow to rival brands like Sony and Bose.
Our services increase profits and reduce reliance on a single sales channel. By building brand assets, firms can diversify sales channels, mitigating risks from channel changes."
EqualOcean: What is the role of brand strategy in modern competition? How does Dynabridge support innovation in brand strategy?
Yao Yao:
"Brand strategy is critical for Chinese firms going global. Product innovation drives growth, but great products alone aren’t enough. Firms need compelling brand stories to connect emotionally with overseas consumers.
Studies show consumers base only 20-30% of their decisions on logic, with 70-80% driven by emotion. Chinese firms lead in functionality and product iteration, but emotional appeal is lacking. Dynabridge fills this gap by creating unique brands with cultural depth, fostering strong consumer connections abroad.
We see brands not just as logos but as belief systems that attract consumers. Through strategic brand building, we elevate Chinese products to compete with global brands. Chinese firms have made strides in branding, but there’s room to catch up to developed Western nations. We believe continuous effort will enable Chinese brands to surpass Japanese and American counterparts.
Dynabridge is committed to enhancing Chinese brands’ competitiveness, helping China-made products go global."
EqualOcean: How does Dynabridge use consumer behavior data to guide brand-building and marketing?
Yao Yao:
"Dynabridge thoroughly analyzes Amazon data, social media insights, and quantitative and qualitative market research to understand consumer behavior. We rely on data, using surveys and focus groups, to understand consumer needs, preferences, and purchasing behavior, building accurate consumer profiles. This data lets us create tailored brand and marketing strategies.
By analyzing consumer preferences for features, design, and pricing, we help clients optimize products. Social media insights shape effective marketing strategies. In short, data drives our brand decisions, helping clients stand out and maximize brand value."
EqualOcean: Can you give an example of a brand marketing role model?
Yao Yao:
"Apple is a brand marketing role model. Steve Jobs, a great product manager and marketer, positioned Apple as high-end and built a solid brand foundation.
Apple’s success comes from integrating products, brand, and user experience strategically, contrasting with bottom-up brand building in many companies. Strong branding gave Apple premium pricing and a broad market, selling electronics, services, and content.
We had a similar case. One client initially focused on product sales but wanted to enter higher-end channels like Costco and Walmart. Our brand building elevated their product image to enable these partnerships.
We helped establish a clear brand positioning, a differentiated brand image, and a comprehensive promotion strategy. This led to high-end retail entry and partnerships with rehabilitation centers."
EqualOcean: What brand globalization strategies do you recommend for Chinese companies going abroad?
Yao Yao:
"Balancing brand consistency and localization is crucial for Chinese firms going abroad. Like Coca-Cola, which maintains a unified brand tone while adapting to local tastes and cultures, companies need clear, strong brand positioning as a foundation for global growth.
With this in place, they can adjust localization as needed. Elements like naming, slogans, and flavors should reflect local culture for consumer resonance.
Dynabridge offers full-service brand building. We establish unique brand positioning, elevate brand image, and adapt marketing to local markets, achieving the perfect balance between consistency and localization."
EqualOcean: How does Dynabridge support brand consistency and localization?
Yao Yao:
"For Chinese firms overseas, we suggest three localization strategies:
Review brand elements: Assess Chinese elements to keep and those that may hinder in overseas markets, like brand name adjustments for language and cultural fit.
Adjust brand positioning: Firms aiming globally should consider positioning as international brands rather than emphasizing 'Made in China.' This inclusive stance broadens global recognition.
Build a global brand: Start with a global vision, not just a local market focus. This ‘born global’ approach facilitates future expansion.
By balancing brand consistency and localization, companies adapt better to various markets and maximize brand value."
EqualOcean: How do AI and big data apply in global marketing? How does Dynabridge conduct market research to define target market positioning?
Yao Yao:
"AI’s rapid development brings unprecedented opportunities to global marketing, boosting content creation speed and efficiency. However, current AI tools are fragmented and can’t fully replace human creativity and strategy. Firms using AI need strategic thinking to use it effectively.
Truly skilled AI-literate marketers are rare. Those proficient with AI can create more value for companies.
In summary, AI and big data have immense potential for global marketing. Companies should embrace AI while training AI-savvy marketers to boost efficiency and impact."
EqualOcean: What are your predictions for Chinese brands going global, and how will Dynabridge adapt?
Yao Yao:
"Brand competition will eventually reach every category, and world-class Chinese brands can emerge across the board. Embracing this trend is essential; timing and strategic transformation are key.
Dynabridge firmly believes in this trend and supports Chinese firms in creating global brands. We’ll adapt by:
Cultivating projects: Delivering high-quality service to clients.
Expanding clientele: Broadening our client base for greater reach.
Strengthening localization: Enhancing overseas market integration.
Resource integration: Leveraging overseas resources for comprehensive services.
Most of Dynabridge's team members come from world-class institutions like Ivy League schools or well-known companies, with extensive industry experience and deep expertise. We provide clients with the highest quality and most essential overseas resources, helping Chinese companies achieve success globally.
In the future, every category will enter an era of brand competition. Chinese companies should seize this opportunity to build world-class brands. Dynabridge firmly believes in this trend and is committed to helping Chinese companies achieve this goal. Through dedicated project work, client expansion, strengthened localization capabilities, and the integration of overseas resources, we offer clients comprehensive brand-building services. Our team’s rich industry experience and profound expertise enable us to deliver the finest and most core overseas resources to our clients.
We believe that through our efforts, we can help more Chinese companies go global and become internationally renowned brands.