Possession of a brand is a sine qua non for economic success, not least because it connotes trust in delivering the value promised. Successful brands are not isolated to commercial endeavor but apply equally to defense. Although Western, especially American, Original Equipment Manufacturers, offer branded systems whose sales are influenced by price, there are also a plethora of other non-price variables, such as client-state relations, technology offset requirements, life-cycle costs and strategic trade controls. New entrants to the international arms market will struggle in the absence of such arms 'packages'. China's entry into the international arms market, however, is an exception to this rule, and it is the aim of this paper to chart the country's progress in establishing an international brand. The starting point is to profile China's arms exporting experience through a four-stage historical model, providing the contextual backdrop for identifying the distinctive drivers that have forged market entry into 55 countries worldwide. The export strategy employed initially focused on promoting sales of rudimentary military equipment for political purposes, but more recently has sought growth through commercializing exports, repositioning them from a low-to a high-tech foreign sales trajectory. In the process, a Sino 'brand' is emerging, reflecting traditional competitiveness attributes and contemporary diplomatic considerations, especially non-interference in client state domestic affairs.