. However, the developing market has several problems due to lack of brand awareness. Most countries, such as Brazil, Russia, and China, present many problems to dental consumables manufacturers as most consumers are stuck with the brand loyalty of dental consumables that flooded the market a century ago. The possibility of invasion of new manufacturers into the dental consumables industry in Russia and India is minimal due to consumers' brand loyalty (Bornmark et al, 2005). The new growing middle class in China, described here as the target group of wealthy consumers, plays a very important role for our market. According to a McKinsey (2013) study released this year, by 2022, more than 75% of Chinese urban consumers will earn between $9,000 and $34,000 per year. This underlines the outcome of the KPMG study (2007) describing the steady growth of the still young Chinese market which has inspired industrial companies to do business in China to influence spending habits, demand and perceptions in the early stage to build loyalty the customers. From the perspective of the Chinese market, in its Twelfth Five-Year Plan, China has shifted focus from export-driven sectors to increasing domestic consumer demand (Insights, 2011). Today, the Chinese consumer is driving global growth, and in 2010, Chinese consumers spent $9 billion on luxury goods (Insights, 2011). Nowadays the Chinese consumer is savvy and well aware of brands, and although China is still an emerging economy, there is a lot of development in different sectors of the economy. China is the world's third largest medical device market (Apco, 2010). . Today, China's dental consumables market is experiencing unprecedented growth, due to the growing... middle of paper... and awareness among Chinese consumers. Celebrity endorsements have greatly helped dental consumer products build brand awareness in China, which has further helped build brand loyalty for such products (Freedonia, 2009). This research establishes that the rise of international brands as well as local Chinese brands is due to globalization of brands, as well as due to increased brand awareness from government, non-profit organizations and local authorities (WPP, 2014) . All these institutions have brought enormous benefits to the growth of brand awareness and loyalty in China. Furthermore, the growth of social media will also give a great boost to the dental consumables industry in China. The link between brand awareness and brand loyalty in increasing dental consumables sales in China is proven and cannot be denied under any circumstances.