Recruiting in China

FACING a shortage of brand management professionals, the Shanghai Economic Commission has launched a training program to cultivate managers for local big enterprises this month.

The proactive approach is to introduce the most advanced brand concepts and international experience on strategy, design, communication and management.

"Experts from universities and multinational enterprises have been invited to train qualified brand managers," said economic commission spokesman Li Bai. The program includes 80 classes in six days.

"Following a long-term neglect of brand consciousness, Chinese brands have lost out in the pace of globalization," said an official surnamed Yang in the scarce talents training center. "Now many corporations have realized the urgency to solve the shortage and improve the quality of brand management."

So far the program has attracted more than 200 leaders from state-owned businesses, which are facing challenges and opportunities in promoting their brands overseas.