Firstly the “Beijing 2008 Branding in China” organized by the China Economic Review was a very interesting, interactive, and case study-oriented conference. The event featured the brightest minds among advertising, branding, and marketing professionals working in the country to discuss the branding innovations and challenges unique to the China market. Vladimir Djurovic, Labbrand Managing Director, shared his insights on brand identity creation in China with a presentation on “Brand Verbal Identity - The Delicate Art of Naming Brands and Products, and Why It Matters.” More academic-oriented and focused on the growth of emerging Chinese MNCs, the conference “Emerging Economies' Multinationals: Global Challengers?” was organized in Beijing by the CEFC (French Centre for Research on Contemporary China) with the support of the French Ministry of Foreign and European Affairs. On this occasion, Vladimir has been invited to discuss the impact brand-led strategies have had, and are having, on Chinese MNCs in terms of growth and global expansion.