China’s No-Name Giants Move to Build a Brand Name

By Brian Schwarz Huawei maybe the best company many Americans and Europeans have never heard of, and that’s a big problem for China, according to a recent report in Newsweek entitled Generic Giants . With revenue of more than $18 billion in 2008, soon it will overtake Nokia ( NOK ) Siemens ( SI ) as the world’s second-largest maker of telecom hardware, after Ericsson ( ERIC ). The challenge for many Chinese companies as they go global is to build an attractive brand image that