any Chinese brands are going to bask in the halo of the Olympic flame. Sponsorship of the 2008 Beijing Olympics will give these brands an international mileage. More importantly, these brands can, through their association with the games, collectively promote the �Made in China� tag, according to Jin Zhiguo, chairman of Tsingtao Brewery.

Tsingtao Beer incidentally is one of the official sponsors and has launched a comprehensive Olympic branding strategy. They have even announced a pledge to reiterate their commitment to supply high quality products for the games. Further, to spread the Olympic spirit, the brewery collaborated with Hunan TV in 2006 for a series about the games. The programme attracted many participants in six cities - Nanning, Fuzhou, Shenyang, Guangzhou, Changsha and Nanjing - and was one of the most influential Olympics-related events in the year. ... more