BRAND PAPERS: Made in China.

With only two brands in the FTSE 500, China needs to move from becoming a producer to a brand owner. Dr Ying Fan details its progress so far

It is difficult to find a shop in the West that does not sell products with a 'Made in China' label. China has overtaken Japan in the last decade to become the largest manufacturer and exporter of consumer goods. It is now the world's number one producer for more than 100 different consumer products. However, as the world's factory, China has yet to create a single brand that is recognised globally.

China has a long history in commerce and marketing. For many centuries, 'Made in China' was a high quality, prestige label imported exclusively for the royals and the rich. When China's economy spiralled into a long decline in the 19th century, the reputation of Chinese-made products started to suffer and has yet to make a full recovery.

The world's first print ad dates back to the Northern Song Dynasty (960- 1127). It was for Liu's Needle Workshop in Jinan City, Shandong Province. The first European ad, a British Bible poster, did not appear until 300 years later in …