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

In: From Chinese Brand Culture to Global Brands

Author

Listed:
  • Wu Zhiyan

    (Shanghai Institute of Foreign Trade)

  • Janet Borgerson

    (Rochester Institute of Technology)

  • Jonathan Schroeder

    (Rochester Institute of Technology)

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.

Suggested Citation

  • Wu Zhiyan & Janet Borgerson & Jonathan Schroeder, 2013. "The 2008 Beijing Olympics Opening Ceremony: Branding China for the World," Palgrave Macmillan Books, in: From Chinese Brand Culture to Global Brands, chapter 3, pages 78-109, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27635-3_4
    DOI: 10.1057/9781137276353_4
    as

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