Jenny Chan 陳詠欣
Oct 2, 2018

Belt & Road: Will all roads lead to (Brand) China?

The much-vaunted initiative could very well be China’s ‘brand promise’ as the face of globalisation, or not.

Road show: Promoters of B&R brand expos underscore the huge size of the China market and the purchasing power of Chinese consumers.

No other infrastructure spending program in history has quite the branding cachet of the One Belt One Road OBOR initiative, which also goes by the “New Silk Road” and most recently the “Belt Road Initiative” BRI. Not even the Marshall Plan a US post-war aid program to Western Europe comes close to being as saccharinely accentuated as the OBOR, which has so far spawned Brand Expos’, an official rap song, a series of bedtime stories and...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Snap makes gains in global expansion
Premium
43 minutes ago

Snap makes gains in global expansion

User and revenue growth of the photo- and video-sharing app highest outside North America.

Premium
Our five favourite Olympic ad campaigns of all time
Premium
58 minutes ago

Our five favourite Olympic ad campaigns of all time

Authenticity and a dollop of inspiration, it turns out, are key elements to an influential Olympic Games campaign. Here are five of our favourites.

Premium
Fiery rebrand adds spice to Mamee's 'Slrp' noodles
Premium
2 hours ago

Fiery rebrand adds spice to Mamee's 'Slrp' noodles

A rebranding effort by Jones Knowles Richie aims to make the Malaysian brand stand out on shelves.

Premium
TBWA launches Fabric in Sydney
Premium
3 hours ago

TBWA launches Fabric in Sydney

Gemma Rees and Keenan Motto will lead the new agency.