CHICAGO TONIGHT SPECIAL SEGMENT: Building The Chicago Brand In China - November 21, 2006

    

Award-winning Correspondent Elizabeth Brackett probed for contextual comments with guests Timothy Calkins, Clinical Professor of Marketing at Kellogg School of Management, and Anita Tang, Managing Director of Royal Roots Global Inc.


Tang noted that Chinese believe "If it is a coastal region, it is rich, but if it is an inland region it is supposedly poor."  This perception changes when Chinese come to Chicago and see "We are inland, we are a business center, we are rich, we are on Lake Michigan, part of the Great Lakes, and they are impressed."


Tang suggested that a Chinese version of the brand might be found in a phrase "that is very simple, but tells a lot."