chapter  6
16 Pages

Branding as Soft Power

Brand culture, nation branding and the 2008 Beijing Olympics
WithJanet Borgerson, Jonathan Schroeder, Zhiyan Wu

As a branding event that launched a new brand, China, the 2008 Beijing Olympics Opening Ceremony generates new insights into China’s soft power. In the context of the Beijing Olympics, Chinese soft power branding models emerge, targeting market myths through historical and mythical Chinese culture paired with modern technology; composing identity myths; and extending these to global identity myths, creating new paths for soft power. Examining soft power and its relationship to branding provides distinctive insights into China’s recent efforts to build global brands, and reconfigures soft power in relation to engagement with brands and branding.