Brand a Nation: What is being Brand? The Impact of Olympics on China

By Thomas C. Blair, Kuo-Hsiang Chen, Meng-Dar Shieh and Shang-chia Chiou.

Published by The Humanities Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Nation brand is an important concept in the modern day. With the ever increase of globalization, all countries must compete with each other for the attention, respect of investors, tourists, consumers, donors, immigrants, and the governments of other nations. For any countries that is lucky enough, to have a powerful and positive brand image it could provides a crucial competitive advantage over other nation. Thereby, it was inevitable that many countries would turn through branding. However, countries have always been brands, in the truest sense of the word, their ability to compete against each other for tourists, foreign investment, consumers, respect and the attention. Those elements are significantly determined by the power and quality of the nation image. Perhaps the most obvious and familiar aspect of a nation’s image are the value it can be add or take away from the products and services that it associated with. This paper discusses the role the Olympics played on economic and cultural heritage that shapes Chinas social capital. We’re examines the concept of branding a nation, but focusing on what is being branded; by examine 2008 Beijing Olympic strategy. With the advanced research, better method and understanding of nation branding it could be benefit to many countries in the future use of economic development. However, as many other non-marketing factors also will affect nation’s image. Thereby, the role of nation branding may turn out to be only a modest one. With globalization in full speed, the inherent value of cultural heritage is often challenged. What is clear now is that a fundamental way of life which has existed for hundreds of years is being changed into a new one overnight.

Keywords: Nation Branding, Brand, Branding, Product Branding, Country of Origin Effect, The Olympic Economy

International Journal of the Humanities, Volume 7, Issue 10, pp.57-66. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.208MB).

Thomas C. Blair

Ph.d Student, Graduate School of Design, National Yunlin University of Science & Technology and National Cheng Kung University, Taipei, Taiwan

Thomas C. Blair, currently studies double Ph. D. in Taiwan 1) Ph.D. Candidate in Doctoral Program, Graduate School of Design at National Yunlin University of Science & Technology, YunLin, Taiwan. Blair’s dissertations are focuses on Cross-culture content analysis of brand image. 2) Doctoral Program in Institute of Creative Industry Design at National Cheng Kung University, Tainan, Taiwan. Dissertation focuses on Branding the National.

Dr. Kuo-Hsiang Chen

Ph.D. Associate Professor, Department of Industrial Design, National Cheng Kung University, Tainan, Taiwan

Kuo-Hsiang Chen, Ph. D., is a professor of Department of Industrial Design and College of Planning and Design in National Cheng Kung University, Tainan, Taiwan. He graduated from Institute of Design, Illinois Institute of Technology. Chen’s profession and research emphasis inculd: Form Generation and Style Association, Kansei Engineering, Information Visualization, Interface Design, Systemic Design.

Dr. Meng-Dar Shieh

Ph.D. Associate Professor, Department of Industrial Design, National Cheng Kung University, Tainan, Taiwan

Meng-Dar Shieh, Ph. D., is a professor of Department of Industrial Design and College of Planning and Design in National Cheng Kung University, Tainan, Taiwan. He graduated from Department of Mechanical Engineering in University of Florida. Shieh’s profession and research emphasis inculd: Computer Graphics Simulation, Computer Network, Robotics System, Industrial Design, Kansei Engineering, Neural Network, Computer Aided Design and Manufacturing.

Prof. Shang-chia Chiou

Professor, Department of Architecture and Interior Design, National Yunlin University of Science & Technology, Yun lin, Taiwan

Shang-Chia Chiou, Ph. D., is a professor of Department of Architecture and Interior Design and Doctoral Program, Graduate School of Design at National Yunlin University of Science & Technology, YunLin, Taiwan. He graduated from Department of Architecture, Carnegie Mellon University. Chiou’s profession and research emphasis inculd: culture heritage, traditional architectural and computer-aided architectural history studies.

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