Recognizable logos and symbols are one of the more valuable assets of a brand. (Though not the only one as many believe) They raise brand recognition and recall, and can trigger purchasing behaviour and positive feelings. However Beijing has a negative feeling about McDonalds' Golden Arches..
From the Guardian UK - McDonald's hit by Beijing clampdown
Extract: "...China is clamping down on the creeping influence of commercialism in the streets of its capital by ordering McDonald's to remove many of its world-famous golden arches signs from outside restaurants.
More than 30 McDonald's outlets in Beijing have had to take down all but one of their famous yellow and red signs because of new regulations to cut down on the forest of advertising hoardings that have sprung up since China began to open up to foreign companies.
Under the regulations stores are allowed one sign on the premises but it must not be set apart from the shop..."
No doubt, advertising and promotion in China will be run by different rules than that that defines global brand advertising generally...
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