A country's image or national brand is similar to that of a corporate brand, meaning that each country has a specific image in the minds of international consumers. A nation's brand is comprised of at least three elements: its economic image, political image, and technological image. In the global market, a national brand is taken by consumers as an important clue in assessing the value and quality of a country's products, often outweighing the effects of corporate brands in the judgments of consumers.

China has a few globally renowned brands, such as Huawei and Lenovo, in the top 100 brands according to the global brand consultancy Interbrand. But since the country is commonly viewed as "the world's factory", most Chinese brands have yet to capture the loyalty of foreign consumers. Chinese brands such as Li-Ning and Haier have experienced many challenges in international markets, mainly due to their lack of global marketing expertise and communication skills. Therefore, to help Chinese companies compete in the global competition boosting China's image as a manufacturer of quality goods has become a most significant need.

International consumers often have a negative image of "made in China" products. According to a 2013 survey conducted by a Chicago-based market research agency, only 17 percent of the consumers in the United States indicated interest in products originating from China. Moreover, more than 50 percent of the consumers surveyed were unwilling to purchase Chinese brands as they regarded them as being of poor quality, and associated them with a lack of social responsibility and food scandals.