Beijing Brand Battle

Four battle fronts »

While athletes from around the world compete for gold medals and nations vie for bragging rights, a second Olympic event will be taking place. Brands will be racing to win the hearts and minds of the world's consumers, and ultimately their gold. What tactics can we expect to see from ambush marketers? Where will they strike?

Going for gold »

The 2008 Olympic Games provides Samsung Electronics an opportunity to strengthen its brand using the "elliptical energy" visual identity system. The system communicates Samsung's brand qualities, the spirit of the Olympics, and the energy of modern China through a kineticism that suggests athletic movement using Samsung's dynamic ovals.