One year ago, no one would have expected that the world’s tallest tower known as Burj Dubai would rename itself into Burj Khalifa, in honor of Sheikh Khalifa Bin Zayed Al Nahyan, the ruler of Abu Dhabi. On Jan 4, 2010, Dubai announced the renaming decision for the 200-story, 828 meter tall skyscraper during its opening ceremony. Sources said that this action is to thank Abu Dhabi for the $10 billion lifeline which recently saved Dubai from financial crisis. The renaming decision is also intended to reflect the unity of the federation, according to Sheikh Ahmed bin Saeed al-Maktoum, chairman of Dubai’s Supreme Fiscal Committee

At the recent 2009 Guangzhou Auto Show, Shanghai Volkswagen unveiled a modestly face-lifted Volkswagen Tiguan. The Chinese name was also officially released as “途观” (tú guān). 途 means a road, route, or journey, and is also used in 前途 (qiántú) meaning future, career, and prospects. 观 as a noun means “view”, and when used as a verb means to look at, watch, or observe. Overall, the name”途观” (tú guān) implies that by driving Tiguan you can reach destinations that others cannot achieve, and appreciate unprecedented landscapes.

According to a plan recently released by the State Administration of Industry and Commerce (SAIC), China is now striving to improve the quality of its trademark-related services to meet various demands. It is expected that the cycle of trademark examination will be reduced to less than 10 months in 2012. Meanwhile, the maximum cycle for receiving objections and approving accreditation will also be decreased to 20 months. These changes indicate that trademark applications will become more convenient, thereby encouraging companies to set up their brands in China.

What is your first impression about a made-in-China product? For many consumers in North America and Europe, judgments such as "inferior", "unsafe" and "cheap" will come to mind due to prevalent reports of lead in toys and melamine in milk powder over the past few years.

Today’s consumers are confronted with countless choices and a multitude of information to consider when they buy products or services. Traditional promotional methods like advertising in magazines or on TV are no longer as effective as before. In light of these questions and many others, brand experience has emerged as an innovative and compelling way to build a brand in the minds of consumers.