Beijing Olympics offer world stage for Chinese brands

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Last updated at: (Beijing Time) Monday, December 22, 2003

Beijing Olympics offer world stage for Chinese brands

The 2008 Beijing Olympics will offer a platform for many Chinese brand names to gain international recognition, leading marketing experts told a forum in the Chinese capital on Saturday.

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The 2008 Beijing Olympics will offer a platform for many Chinese brand names to gain international recognition, leading marketing experts told a forum in the Chinese capital on Saturday.

The games are an unprecedented opportunity for very competitive Chinese companies such as Haier, Lenovo and TCL, Jennifer Gordon, former head of branding and marketing for the Sydney Olympic Organizing Committee, told the Market, Brand and Olympics forum.

"China will create one or two global brands among the world's top ten in the coming decade, thanks to the country's rapid development and its production and marketing capabilities," said Gordon, now chief executive of Australian-based Capital Group.

Coca-Cola's chief consultant Francis X. Maguire said that branding awareness constitutes an initial step in entering the world market.

The two-day forum, being held in conjunction with a national brands exposition which opened a day earlier, will feature more than 20 experts, including government officials, entrepreneurs, scholars and foreign experts, speaking on how to promote Chinese brands in the world.

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