Author Dreyer on Beijing Winter Olympics

The transcript discusses the challenges and expectations for the Beijing Olympics, focusing on COVID-19 management, avoiding scandals, and medal performance. It highlights the political significance of the event and the cautious approach of international sponsors due to geopolitical tensions. The transcript also explores the opportunities for Chinese brands to gain global exposure during the Olympics.

What are the three main goals for Beijing to consider the Olympics a success?

• Managing COVID-19, avoiding scandals, and winning the most gold medals

• Managing COVID-19, avoiding scandals, and achieving a decent medal table position

• Winning the most gold medals, avoiding scandals, and having a grand opening ceremony

• Managing COVID-19, having a grand opening ceremony, and achieving a decent medal table position

Why is the opening ceremony of the Olympics particularly significant for China?

• It is a platform to announce new sports initiatives

• It is an opportunity to attract more tourists to China

• It is a chance to showcase China's technological advancements

• It is a major political event for China to project its image

How have international brands approached their sponsorship of the Beijing Olympics?

• By heavily promoting their Olympic sponsorships

• By increasing their sponsorship budgets

• By focusing on non-Olympic campaigns to avoid controversy

• By withdrawing their sponsorships entirely

What strategy have international brands like Coca-Cola adopted during the Beijing Olympics?

• Focusing on alternative branding like the Year of the Tiger

• Partnering with local Chinese brands for joint campaigns

• Promoting their Olympic sponsorships aggressively

• Launching new products specifically for the Olympics

How have Chinese domestic brands benefited from the international brands' cautious approach?

• By increasing their sponsorship budgets

• By gaining more global exposure during the Olympics

• By partnering with international brands for joint campaigns

• By launching new products specifically for the Olympics

What was significant about President Xi Jinping's visit to the Olympic sites in 2017?

• He wore a jacket from a Chinese domestic brand

• He met with international sponsors

• He launched a new Olympic campaign

• He announced new sports initiatives

What is the expected outcome for Chinese brands during the Olympics?

• To launch new products specifically for the Olympics

• To partner with international brands for joint campaigns

• To gain global exposure and capitalize on Chinese successes

• To top the medals table