Beijing Olympics: a New Brand of China

Abstract

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.