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...