City of big brands

A few days ago, NBA superstar Tracy McGrandy finalized a contract with CBA Qingdao Double Star, making the brand a household name overnight.

Double Star then joined the ranks of operations with international reputations in Shandong province including Tsingtao Beer, the Olympic Sailing Center, Haier and Hisense.

Deep-rooted brand awareness in the region originates from two social factors, say experts.