Guanxi is a Chinese word that essentially describes a deep relationship between two people usually outside of the family unit. In the business world it has great importance and if you are contemplating doing business in China, you'd be wise to investigate the practice. Branding on the other hand is much the same. For your brand to be powerful, it too, must have a strong relationship with it's stakeholders. Branding's relationships are broader. My exposure to the concept of Guanxi was in a discussion with a consultant who spends a good deal of her time in mainland China. Her comment that. "...if you don't have Guanxi, you are pushing rope uphill." Without the branding relationship, you are not authentic and thus your brand suffers. Integrity is a cross-cultural value that is coveted by everyone.
Do you have Guanxi with your stakeholders?
