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A guide to assist people along the path of software package selection, helping them avoid the pitfalls (including over‐enthusiastic salesmen) is presented. Guidelines to follow are: make sure that what you intend doing is compatible with your company′s strategic goals and plans; conduct a short feasibility study to create first estimates of scope of the project, timescales and costs; define requirements in sufficient detail for potential suppliers to give an accurate assessment of all the costs involved. Function, performance and environment should all be defined; involve all the users in agreeing this statement of requirements; identify suitable potential suppliers; prepare and issue an invitation to tender; evaluate responses against your requirements and reduce the list of potential suppliers until you are left with one. And when unsure about any part of the process – get professional help!

The purpose of this paper is to compare how some firms from China and some from other emerging countries (EC) are using a variety of branding strategies to improve their global competitiveness. A total of 14 firms have been compared on criteria related to possible acquisition of foreign brands, development of local brands, personality of the leaders and in some cases use of ideological messages.

The paper is mostly based on case studies coming from literature, interviews from marketing executives of major enterprises from China or other EC. It is mainly exploratory in its approach.

The critical success factors for the competitiveness of emerging countries brands are either coming from the choice to create a local brand from scratch, to buy an existing famous brand, or to imitate successful foreign brands. Few strategic differences appear between Chinese firms and the ones from other EC. The factors explaining success or failure are linked to the type of industry and the way it relates to the country of origin effect, the level of marketing “maturity” as well as the personality and visibility of the entrepreneur.

The study does not aim at being statistically representative, the firms which are selected may not be a full representation of Chinese firms branding strategy or from emerging nations.

The definition of the brand strategy for emerging countries firms is a relatively new subject and this study is a contribution to helping enterprises in finding the best approach as well as giving examples for academic studies on Chinese firms marketing efficiency.