Brand China: Using the 2008 Olympic Games to enhance China's image
- First Online:
- Cite this article as:
- Berkowitz, P., Gjermano, G., Gomez, L. et al. Place Brand Public Dipl (2007) 3: 164. doi:10.1057/palgrave.pb.6000059
- 38 Downloads
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.