"I could go out to five parties a day if I wanted to. I don't. I have attachments to my wife and kids - and about 20 pieces of art."

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Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as “sophisticated,” “desirable,” “innovative,” “friendly,” and “trustworthy.”

— Nirmalya Kumar