Debby Cheung, managing director of Ogilvy Public Relations Worldwide/China, is experienced in providing both internal business management consultancy and strategic public relations services.

　　She joined Ogilvy Public Relations Worldwide/Hong Kong in 1988, rising to the post of managing director, before jumping to Mission Hills group as executive director in 2001. A year later, Cheung was appointed managing director of Shanghai-based Ogilvy Public Relations Worldwide's Chinese subsidiary.

　　The company is China's largest PR network, devoting itself to the brand-building business. Over the past 15 years, Cheung has worked for a host of multinational and domestic accounts such as Shell, Nokia, Merrill Lynch, Standard Chartered Bank, Hutchison Whampao, Hong Kong Science Park and Huawei Technologies. Her primary expertise is corporate and marketing communications as well as crisis management. She also contributes to Oriental Daily News in Hong Kong.Q: How do you define a "brand" and its value for consumers and companies?

　　A: A brand is different from a pro-duct. It is "a totality of experience." The concept of brand represents the product, or even the firm behind it. It serves as a promise on what it stands for. A brand not only meets people's physical demands, but also gives mental satisfaction. It is easy to copy a product but you can never create the same successful brand.

　　Q: What is the influence brought about by China's entry into the World Trade Organization, its successful bid for the 2008 Beijing Olympics and the 2010 World Expo?

　　A: Tremendous branding opportunities. We view it at three levels. First level is for China, the country will build up its image through the two world-class events. Then multi-national brands can penetrate the Chinese market during the period. The third level is that local firms can take advantage of the opportunities to go global.

　　Q: How can international brands make themselves relevant to the Chinese market?

　　A: International companies should have a clear idea of "what the brand can bring to China?" An international brand does not mean its communicating method can be the same in every market. A deep understanding of the local business climate and the available channels are key to international brands' entry into the local market. To maintain the consistency of a "global" brand, it must be made "local," so that the brand can be properly translated into the local context - language, culture, politics and economics.

　　Q: What is your impression of the domestic companies as your clients?

　　A: Most of Ogilvy PR's clients at present are international firms. They usually have a long-term cooperation with us and demand systematic support to build their brands in China. But in case of most domestic companies, they have long-establi

　　shed local channels and are less aware of the process of brand building - that is "a total experience." However, domestic firms have begun to pay more attention to this aspect because of the requirement of a free market and their desire to go global.

　　Q: What is the biggest challenge that PR firms face in China?

　　A: China is a big country in terms of scale. Besides, nearly every region has its own distinguished culture. For Ogilvy PR as well as others, the biggest challenge may be how to help our clients in their expansion since there are so many provinces.