Bad Branding in China: Swissotel becomes Swish Hotel – China Travel

daliandalian.com — After a prolonged court case with the Swissotel Group, the Swiss Hotel in Dalian has renamed itself 'Swish' Hotel, and in the process exposed a lot of what's wrong with branding in China, and being international in general: smaller Chinese companies are not good at internationalising, even when they have a running start.

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Submitted by Alex

1 year 48 weeks ago Made popular 1 year 47 weeks ago

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ndmagxian 1 year 47 weeks ago

I am sure you know "The Ascott" in Shanghai? Well, i know of a case where they ordered flyers from a chinese printing company (actually a big one...), and they got 20.000 flyers, beautifully designed but with "ASSCOTT" instead of "Ascott" on it. This might be off-topic here or perhaps not:-D.

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