That's too simplistic, it's like a "first year economics" kind of view.
The real world is much more complex. From real world experience, developing countries CANNOT compete to create a brand unless they have some government help to give it a foothold in the domestic market.
All the name brands from Japan (and Korea) went down this road. They didn't just compete themselves into a market player from scratch. They had help along the way. Not only that, all the major corporations of Europe have shall we say strong government connections (Ahem Airbus Ahem).
The structure of companies in Japan, Europe and now even in Korea is that these conglomerates (I hesitate calling them mere companies) are much bigger than the government in terms of financial power and influence. So as a result, its the government making to work for them because its the companies pulling the strings.
The reason why the free market model fails is because of imperfect information. Consumers do not have the time or inclination to try all possible choices before making the decision about the "best one". They just buy whatever they see on TV or other advertisements.
To build a developed economy you need people to BELIEVE in your country. Just like you can't start a small business unless you convince a loan officer that you can pay back a loan. You need government to encourage this TRUST in the economy.... otherwise slick foreign corporations will make sure they corner the market and not any domestic players.
Frankly, I don't think propaganda helps encourage this trust on the economy. That's why the Chinese companies and the economy has to learn to earn the trust the hard way, and the only valid way. "Cheating" on that trust will hurt Chinese companies---and the government even more.
Let's say the PRC government helps advertise for Product A. Down the road, turns out that Product A is a dud or has serious defects. Who do you think whose image is going to hurt in that fiasco? If the PRC government's image got hurt from Product A fiasco, it will steam roller on the image of the other products, e.g. Product B, C, etc,. even if these products don't have issues.
The way the government helps the industry is by creating and mandating standards for the industry. It will hit the industry bottom line but it will force the industry to work harder to reach standards. Hence why standards that say "USDA approved", or "UL Approved" or "DOT approved" goes a long way in assuring consumer acceptance on products like meat, lighting and tires respectively.