Place Branding and Public Diplomacy

, Volume 3, Issue 2, pp 164–178

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

  • Pere Berkowitz
  • George Gjermano
  • Lee Gomez
  • Gary Schafer
Students' Corner

DOI: 10.1057/palgrave.pb.6000059

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

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.

Keywords

Place branding nation branding China Olympics mega-event 

Copyright information

© Palgrave Macmillan Ltd 2007

Authors and Affiliations

  • Pere Berkowitz
    • George Gjermano
    • Lee Gomez
    • Gary Schafer

    There are no affiliations available

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