Cry Me a River

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The Yellow River, the cradle of Chinese civilization, will soon be swaddling a new baby: the brand equity of a multinational company.

Chinese officials have confirmed that some 50 corporations—Disney, Coca-Cola, Pepsi-Cola, Wal-Mart and Samsung among them—are jostling for the right to put their name on a huge new bridge to be built over the famous waterway, known in China as the “Mother River,” Hong Kong’s South China Morning Post reported last week.

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