Branding China: What roles can enterprises play in it?

The ongoing COVID pandemic and China-US rivalry have posed new challenges to China’s nation branding efforts. This paper aims to explore how to brand China at the moment. We argue that enterprises generally assume a key role in nation branding. Different types of enterprises in China, including foreign-invested, state-owned, and private enterprises, can play their respective major roles in branding China. Policy implications of this research are also discussed accordingly.