On 1st November, the 2024 World Cities Branding Conference was officially held in Macao, China. Scott Chen Yideng, Managing Director of Brand Finance China, was invited to deliver a keynote speech on the Brand Finance Global City Index 2024. The report was globally released on November 7th, and Scott shared some data involving Chinese cities that made the list in advance.
Recently, China has opened visa-free policies to nine countries including Denmark, Norway, and Finland, bringing the total number of countries open to over 50. This policy aims to increase the familiarity and favorability of Chinese cities globally and welcome global tourists to experience a more authentic China.
Scott co-founded Brand Finance China where he is currently Managing Director for the company. Over the past 3 years he has led the China team, jointly with the UK headquarters and other international offices branches of Brand Finance, to lay a solid foundation for the Greater China business. Scott is involved in project discovery, pitching, planning, technology input and final delivery across all China related projects, both domestically and internationally.
Scott has more than 25 years of experience in branding and marketing services within China where he experienced the start of Chinese branding from the 1980s after China's Opening Up Policy, and subsequently accumulated rich knowledge and expertise of the Chinese market. In addition to this, Scott has spent over 10 years both studying and working in the UK where he undertook his Postgraduate and Doctoral studies in Finance and Investment. His experience includes financial management and project investment for a world class insurance group and project management for global giants such as State Grid, Apple, Alibaba, Shell and COFCO, etc.
In addition to this, Scott is responsible for the daily management and operation of all other areas of Brand Finance China. He holds thorough expertise in technology, brand valuation and the strategic consulting for brand value growth and it is this unique vantage point of the Chinese market that gives Scott the ability to spot new opportunities and strengthen networks continuously and steadily in the region.
