Building Brands In China

Companies in the Middle Kingdom are starting to develop their own design language, says branding expert Craig Branigan

Craig Branigan, chairman and chief executive of San Francisco-based branding consultancy Landor Associates, was recently in Beijing to attend the BusinessWeek CEO Conference. He sat down with Asia Correspondent Frederik Balfour to discuss the evolution of branding in China, ranging from the marketing of potato chips to the design of the Beijing Olympics logo. The following are edited excerpts from their conversation.

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