Open AccessBeijing Olympics: a New Brand of China
Author(s) -
Te Bu
Publication year - 2009
Publication title -
asian social science
Language(s) - English
Resource type - Journals
eISSN - 1911-2025
pISSN - 1911-2017
DOI - 10.5539/ass.v5n3p84
Subject(s) - beijing , china , civilization , harmony (color) , advertising , value (mathematics) , brand management , brand equity , passion , business , marketing , political science , psychology , art , law , social psychology , mathematics , visual arts , statistics
The article analyzes Beijing Olympic brand value from the dimension of nation, cities, enterprises and citizens. The author holds the view that, the nation displays in the Beijing Olympic Games the brand value of harmony, confidence and tolerance; cities convey the brand value of tradition, modern, and green; enterprises market the brand value of independence, quality, and value; citizens express the brand value of civilization, passion and smile. The brand value of Beijing Olympic Games is a significant part of the Olympic spiritual heritage and research on it will have a positive effect on spiritual civilization construction