That passion for brand names comes through loud and clear, with more than 7 of 10 Chinese respondents considering brand names important in their buying decision as opposed to fewer than 3 of 10 Americans saying the same thing, according to Harris.

FORBES: China vs. America: Who Loves Shopping More?

Coming of a communist rule, where many commodities belong to society, and therefore, could be shared among all society members, some Chinese people believe that intellectual property, including brand names can just be shared for free.

FORBES: Why China imitates western brands?

Now a handful of powerful Chinese exporters have bolder ambitions--to sell goods under their own brand names and shoot for the extra profits that a distinctive name brings.

FORBES: The long march to marketing

United's Chinese sponsorship deals are just the latest in a series of at least a dozen agreements with global brand names in 2012 as the club has tried to pay down debts from a 2005 takeover.

CNN: Manchester United teams up with first two Chinese sponsors