Certainly, international growth opportunities are there for these and many more players, but far greater understanding of and investment in brand building is a prerequisite to any future global success.

Despite launching its international website in 2010, it was not until March this year that VANCL started to invest more resources in its global strategy.

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VANCL is to be applauded for its relatively early move into overseas expansion and its palpable ambition to succeed. But far more attention should be paid to building the VANCL brand internationally. International brand awareness levels remain painfully poor.

JD.com also ventured overseas relatively early with the launch of its global website (in English) in October 2012 and should also be commended for doing so.

But JD.com has not invested much in building corporate brand awareness and image levels globally. Furthermore, JD.com remains committed to a strategy of low cost with minimal transfer of key personnel to international cities.

In contrast, Alibaba, with its charismatic founder Jack Ma, has not shied away from international publicity-building activities. That is why Alibaba has positioned itself very much as the frontrunner in the race for global success between e-commerce players from emerging markets.

Alibaba is also well ahead in the race to float on the US stock market, which is likely to begin within the next few months. This will be an enormously positive source of international corporate brand awareness and image building.

The name "Alibaba" also provides an advantage internationally, with few around the world unaware of the folk character Ali Baba and the surrounding legend. The names VANCL and JD.com do not enjoy such a natural head-start in their quest for global recognition.

The author is a visiting professor at the University of International Business and Economics in Beijing and a senior lecturer on marketing and communications at Southampton Solent University's School of Business. The views do not necessarily reflect those of China Daily.