Chinese companies that sign up to the new IPA International Brand Incubator will be able to test the consumer appeal of their brand outside their domestic market through the work of IPA members.

Brand owners will be provided with a report containing analysis of the global brand environment, key consumer considerations and an overall rating of the brand’s potential.

IPA president and executive chairman Nicola Mendelsohn (pictured) said: “The UK is uniquely placed to help Chinese brands understand their global potential. We are the most advanced nation in the world for cultural and creative insight, and a world leader in brand understanding and communications strategy. Being a small island nation is a strength. We reflect in microcosm what the world is thinking and doing.”