Thursday September 24, 2020

China bites into brands

Branded goods are being snapped up by the new middle class, but how can Ireland capitalise, asks Nicola Cooke.

16th August, 2008

Branded goods are being snapped up by the new middle class, but how can Ireland capitalise, asks Nicola Cooke.

Irish companies are among the many thousands worldwide hoping to get spin-off benefits from the estimated advertising spend of $6 billion by major multinationals at the Olympic Games in Beijing.

During the Olympics, more than one billion Chinese citizens have been exposed to more western brands than ever before. While the majority of these are global players...

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