Models pose beside in a A6CC concept car by the Chinese manufacturer Chery, on display at the Auto Shanghai exhibition, 20 April 2007. The eight day car show has over 1300 exhibitors featuring domestic and imported cars and using the theme 'Technology and

China

China's Emerging Global Brands

Is 'Made in China' still a sign of shoddy goods? A survey of mainland brands identifies which products are breaking free of the stigma

By Dexter Roberts

After a year of massive toy recalls, tainted toothpaste scares, and poisonous pet food incidents, consumers around the globe are thinking carefully before buying Chinese-made goods. In fact, in a recent survey, international consultant Interbrand (companyid=4950774) found that 69% of respondents said the label "Made in China" hurts Chinese brands.

Yet this is a good time to look at mainland brands, precisely because of the challenges that they face. In cooperation with BusinessWeek, Interbrand surveyed 569 marketing and business professionals online about their knowledge of Chinese brands, and also analyzed companies' finances and strategies, to create a list of 12 companies that have a chance of making it on the global stage. Here are five already serious and recognizable global players identified by Interbrand, and seven "contenders" that seem poised for success in the next three to five years.