Marketing firm R3 and CSM Media Research interviewed 1,500 Chinese consumers in 10 cities in China after the Olympic Games in Beijing. They did face-to-face interviews and the respondents had to mention a brand spontaneously. Coca-Cola did a great job, 51.8 percent of respondents came up with the brand. 2.3% of the persons recalled the Coke promotions.
Between July 2007 and October 2008 the number of people who mentioned the brand spontaneously increased from 31.7% to 51.8% of respondents. Other brands who saw increased awareness were Yili, Lenovo and Li-Ning.
Between July 2007 and October 2008 the number of people who mentioned the brand spontaneously increased from 31.7% to 51.8% of respondents. Other brands who saw increased awareness were Yili, Lenovo and Li-Ning.
The study also analyzed which athletes attracted most attention from Chinese consumers during the Olympic Games. Yao Ming was the most popular athlete among all respondents. But Michael Phelps caught the attention of China too. Before the Games nobody came up with his name, after the event 10.8% of the respondents named him.
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