Landor Perspectives 2008 - Fascination or fear: What does Brand China stand for today?

Zoran Svetlicic, Dorothy Chau, Olivia Lee

This paper seeks to understand the true perception of China around the world. Is it fear, fascination, or something in between? To move beyond the media hype and get a fact-based perspective on these questions, Y&R’s BrandAsset® Valuator, the world’s largest and longest running brand tracking study, was employed.

Perspectives 2008 - Fascination or fear: What does Brand China stand for today?

Zoran Svetlicic, Dorothy Chau and Olivia Lee

Staying in a Beijing hotel these days presents the visitor to China with a stark contrast. If you turn on the TV in the morning and listen to a CNN news anchor hyperventilate about the latest hacker attack or poisonous Barbie recall, you might fear opening the hotel door. But when you venture down into the city streets, you’ll experience an entirely different China. You will see people from all over the world with fascination in their eyes — fascination...

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