Brand China: Using the 2008 Olympic Games to enhance China's image

Authors: Berkowitz, Pere; Gjermano, George; Gomez, Lee; Schafer, Gary

Source: Place Branding and Public Diplomacy, Volume 3, Number 2, April 2007 , pp. 164-178(15)

Publisher: Palgrave Macmillan

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Abstract:

In 2008, China will host the Olympic Games for the first time in its history. This momentous event is well timed with China's need to improve its image across the globe. This paper first introduces the concept of nation branding. It then analyses China's opportunity to use the Olympics as a marketing tool to increase its global brand equity. Finally, recommendations are provided in order for China to maximise the potential from the 2008 Olympic Games.Place Branding and Public Diplomacy (2007) 3, 164-178. doi:10.1057/palgrave.pb.6000059

Document Type: Research article

DOI: 10.1057/palgrave.pb.6000059

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