Based on the second wave of the Olympics Performance (OP) Index, an R3/TNS initiative that benchmarks four measures related to Olympics branding, Yili improved its score by 26 per cent, placing it ahead of Coca-Cola, China Mobile and Lenovo.
According to R3 co-founder and principal Greg Paull, the result reflects Yili's integrated marketing perspective.
"For sure, success leading to 2008 won't come from 30 second advertising alone," said Paull.