Chinese marketers see stars when promoting their products

08/27/2010 | Washington Post (tiered subscription model), The

"Lord of the Rings" star Orlando Bloom, Russian Olympic gold medalist pole-vaulter Yelena Isinbayeva and NBA players Kevin Garnett and Baron Davis are among the foreign celebrities being tapped by Chinese marketers to promote their products. "A lot of Chinese firms, like Anta, think being a good brand is having a global celebrity," said Shaun Rein, managing director of China Market Research Group in Shanghai. "It makes them feel they are more of premium brand and have a global image."

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Washington Post (tiered subscription model), The

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