The 2008 Beijing Olympics Opening Ceremony: Branding China for the World

Wu Zhiyan, Janet Borgerson and Jonathan Schroeder
Additional contact information
Wu Zhiyan: Shanghai Institute of Foreign Trade
Janet Borgerson: Rochester Institute of Technology
Jonathan Schroeder: Rochester Institute of Technology

Chapter 3 in From Chinese Brand Culture to Global Brands, 2013, pp 78-109 from Palgrave Macmillan

Abstract: Abstract Arguably, China itself emerged as the most evident and notable brand of the 2008 Beijing Olympic Games. The magnificent staging of the XXIX Olympiad effectively and efficiently employed the Olympics to enhance “the country’s visibility and the salience of its marketplace on the world stage” (Greyser, 2008, p. 1). Of course, sporting events and competition were the focus of the 2008 Beijing Olympics, but viewers, participants, and commentators also sought a window on contemporary China, hidden from many behind the veil of the past.

Keywords: Chinese Culture; Silk Road; Chinese History; Global Brand; Opening Ceremony (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27635-3_4

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137276353

DOI: 10.1057/9781137276353_4

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().