1.2 British Brands in China As one of the most robust emerging markets, China has attracted investment from around the world for decades since the beginning of its policy of opening up and reform (Melewar, TC, et al., 2004). After China was accepted into the WTO (World Trade Organization) in 2001 (Leïla, 2009), more and more foreign brands were introduced into the Chinese market, among which British brands are no exception. These brands from different categories are experiencing the fierce competition in China, some of them are expanding the business smoothly while many others are struggling to capture the market share they have achieved, some losers eventually have to abandon the game. Here are some typical brands that do well in China: Tesco: Entered the Chinese market in 2004, currently operates 96 supermarkets and 12 express stores across China, with its operations mainly concentrated in Shanghai. But with the new opening of a 240,000 square meter logistics center in the nearby eastern coastal province of Zhejiang, the company hopes to begin expanding across the country (The Independent. 2011). Burberry: China is the first market chosen by Burberry to launch digital retail mode. This luxury fashion house has opened 57 retail stores in mainland China. Chief Executive Officer, Angela Ahrendts, said that China has now become Burberry's fastest growing market and is poised to become the company's largest market within the next five years (Laurie Burkitt, 2011). Costa: Costa is the largest market in Britain and the fifth largest in the world. coffee shop chain. It revealed its plans to open more than 300 stores in China in 2006. Today, classic Costa icons are ubiquitous in some developed areas of China, for example, Beijing, Shanghai, etc. The brand is still a... medium of paper ......However, despite disagreeing on many issues, China is a key strategic partner for the UK. (British Embassy in Beijing, 2010) Certainly Britain should not give up on the enormous opportunities offered by China, just as British Prime Minister David Cameron stated during his visit to China in November last year: “beating the drums for the trade” was the key to British foreign policy. Cameron has promised "closer engagement" with China, but is unhappy that British goods currently account for just 2% of Chinese imports. (BBC News, 2010)1.4 Objectives of this studyThe following objectives are provided to indicate the direction of the research.To explore Chinese consumers' perceptions of British brands.To understand the cultural elements that lead to such perceptions.To conclude some recommendations for businesses British companies that intend to expand their business in China.