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

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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.

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Authors and Affiliations

  1. Pere Berkowitz

Authors
  1. Pere Berkowitz
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  2. George Gjermano
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  3. Lee Gomez
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  4. Gary Schafer
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Corresponding author

Correspondence to Pere Berkowitz.

Additional information

1currently manages a portfolio of public company liability with Travelers in the Financial and Professional Services unit. Prior to Travelers, he was the owner of a fitness and wellness business based in Chicago. He is a former rugby player who has represented his country in international competition in Israel and Australia, as well as having lived and competed in South Africa. He is earning an MBA at Northwestern University's Kellogg School of Management with specialisation in Marketing, Management & Strategy, and Entrepreneurship. He earned his BS in Exercise Physiology from the University of Massachusetts.

2works as Product Portfolio Manager for Motorola Inc. His main role is managing upcoming product/feature roadmaps for Motorola handsets as well as customer interactions. George has been with Motorola for the last six years. He holds a BA and an MS on Electrical Engineering from University of Illinois Chicago. He is currently pursuing an MBA degree from Northwestern University's Kellogg School of Management, with concentration on Marketing, Finance, and Management and Strategy.

Appendix

Appendix

Anholt-GMI Nations Brand Index, Q1 2006

Table A1

Table 1 Table a1
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Berkowitz, P., Gjermano, G., Gomez, L. et al. Brand China: Using the 2008 Olympic Games to enhance China's image. Place Brand Public Dipl 3, 164–178 (2007). https://doi.org/10.1057/palgrave.pb.6000059

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  • DOI: https://doi.org/10.1057/palgrave.pb.6000059

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