Shaping the Bosch Brand in China

Bosch China was facing several problems: 1) An inaccurate brand perception: the company was perceived as a power-tool manufacturer, not the automotive components provider it is in China 2) Unsynchronized brand communications 3) Negative perception of diesel technology.

With these challenges in mind, a communications strategy including a 3-day Brand Communication Workshop for Bosch China BU Marketing Leaders and Bosch's Corporate Communication Team was executed to standardize brand communications. A corporate level integrated communication program during Auto Shanghai 2005 Expo leveraged Bosch executives' visit to China, while a series of integrated communication campaigns involving media outreach, government relations, and NGO endorsement helped significantly change the public's negative image of diesel in China.

The impact for Bosch was tremendous. Bosch China's perception as a German power tool supplier has successfully shifted to the world's biggest auto components supplier.