What is Brand Strategy? Why is it important to UX professionals? This talk will review the concept of brand strategy and explain how as user experience professionals we can and should play a strategic role in helping create and maintain a company’s brand. We all know that China is emerging as a global economic power. What will it take for companies in China to become known as leaders in delivering high quality user experiences? What can we learn from studying companies who have had success in elevating their brands to stand for quality design and good user experiences?