The Global Brand - China Ascending

This Atticus entry is an overview of the rapidly developing Chinese consumer market. It is a translation into English of a piece written in Chinese by several members of Millward Brown ACSR's Beijing and Shanghai offices to accompany the Chinese-language version of a book called The Global Brand.

The Global Brand – China Ascending

Peking Tan, Jason Spencer, Yee Mei Chan and William Wei

China Ascending

“The Global Brand” by Nigel Hollis, chief global analyst at Millward Brown was first published in English by Palgrave Macmillan in 2008. The book was recently published (July 2009) in Mandarin by Beijing Normal University Publishing Group. For the release of the Mandarin edition, a team of our local experts from Millward Brown ACSR's Beijing and Shanghai offices co-authored a new chapter, “China Ascending.”

We have translated this exciting new chapter into English to share with you. “China Ascending” offers an excellent...

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