Last month, Christopher Liechty, president the AIGA Center for Cross-Cultural Design, moderated a panel on branding in China. The transcript from the session has been published and is available for free download. Here’s one extract from the talk:

"I think McDonald’s is the most incredible example of a brand. People know that, yeah it started off as an American brand, but when you go into a McDonald’s in China, it’s a Chinese experience as well. The way the McDonald’s is laid out, the fact that there are more tables for people to sit at for a long period of time. It’s a place where people take their dates. It’s not a fast food experience in the U.S. sense."LiAnne Yu, strategic director, China Insight Group, Cheskin 

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