CCB (China Celebrity Branding)

Telefonica is going the extra mile to crack the Chinese market. The Spanish firm, which now owns 9% of China Unicom, has announced a 3-year exclusive branding deal with the Chinese star pianist Lang Lang.

The partnership will cover three aspects: technology (broadband, mobility, social networks, etc,), culture (exclusive performances for Telefonica customers and partners) and society (development of musical training for young people).

Let’s hope that Telefonica will succeed where all other telecommunication operators have so far failed (i.e. breaking into the Chinese telecom market) and that Lang Lang will throw in a couple of ring tones for Telefonica.