Alibaba’s CMO on its ambitions to be the first global Chinese brand

Alibaba might be one of the biggest companies in the world but it believes it still has a job to do when it comes to educating brands and consumers about its services and true value.
Speaking to Marketing Week at the Cannes Lions Festival last week, the Chinese brand’s CMO Chris Tung shared his thoughts on Kantar Millward Brown’s 2017 BrandZ rankings, which rank the world’s most valuable brands.
This year’s results placed Google firmly at the top, closely followed by Appl