Forbidden City brand management 'chaotic' - Shaun Rein

Shaun Rein

Beijing's Forbidden City tried to follow international cultural centers by developing itself as a brand. But business analyst Shaun Rein, author of The War for China's Wallet: Profiting from the New World Order, wonders if the effort has been very successful, he says in the South China Morning Post.

The South China Morning Post:

The Palace Museum’s brand management was chaotic and would benefit from marketing and brand professionals, said Shaun Rein, the managing director of China Market Research Group. 

“When you think of The Metropolitan Museum of Art [in New York], you know that the quality will be pretty good and authentic. But when it comes to the Forbidden City, we really don’t know what the position is,” he added.

More in the South China Morning Post.

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