Belt and Road and beyond: Advice for Chinese brands with global ambitions

Chinese companies expanding internationally may need to rethink their brand messaging to build affinity, according to speakers at the Shanghai International Advertising Festival.

James Murphy, founder and group CEO of Adam & Eve DDB, speaking at the Shanghai International Advertising Festival.

Belt and Road’ was the top buzzword during talks and panels discussing the internationalisation of Chinese brands at the Shanghai International Advertising Festival Wednesday.

The government-led initiative has led to billions in instructure investment along the silk road, all intended to ease the passage of Chinese goods to international markets.

While Belt and Road, as well as the meteoric rise of Alibaba and Tencent, demonstrates the abillity of China to operate on...

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