Webinar
Shifting Images: How Media is Reshaping the Perception of Chinese Brands
With Oliver Heyden (CSO) & Virginia Chen (COO APAC)
Conquering global markets requires more than exceptional products – it demands mastering cultural communication differences. Media logic, PR strategies, and digital channels operate by different rules across Asia and Europe, creating a critical perception gap that can make or break international expansion.
Chinese brands have historically battled "cheap copycat" stereotypes, but leaders like Xiaomi and NIO are successfully repositioning China as an innovation hub.
Join Virginia Chen (COO APAC) and Oliver Heyden (CSO) from pressrelations as they explore the challenges and opportunities Chinese brands face when expanding to European markets. Learn proven strategies to bridge communication gaps and transform perception challenges into competitive advantages.
Key Takeaways:
- How European media narratives shape brand perception
- Communication frameworks that resonate with European audiences
- Real case studies of successful perception shifts
- Actionable tactics for adapting PR and digital strategies
Registration closed
Your Speakers
Oliver Heyden | Chief Strategy Officer | pressrelations
Oliver Heyden joined pressrelations in 2011 and has been responsible for business development and product strategy as Chief Strategy Officer since 2019. In this role, he developed the award-winning FirstSignals® predictive analytics method, which is used by the Handelsblatt Media Group to identify future topics and create trend forecasts.
Prior to this, he worked for four years as a project manager for media analysis and monitoring at the international PR agency KetchumPleon. He studied economic geography, sociology, and urban planning, focusing on innovation management, new urbanism, and regional innovation networks.
Virginia Chen | COO Asia-Pacific | pressrelations
Virginia Chen has 17 years of experience in media research and PR consulting. For 14 of those years, she worked in China. There, she supported Chinese and international brands in the areas of strategic media engagement, consumer insights and social listening. Chen was Managing Director of PRIME China and CEO of Chinese media intelligence company IDR.