The much-vaunted initiative could very well be China’s ‘brand promise’ as the face of globalisation, or not.
Chinese companies expanding internationally may need to rethink their brand messaging to build affinity, according to speakers at the Shanghai International Advertising Festival.
Tencent and Alibaba dominate brand equity in China on the back of their innovative platform offerings.
China's Belt and Road initiative isn't just about exporting but opening up communication, says Weber Shandwick's Lydia Lee.
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