Studies on Beijing Olympic Game's Spiritual Legacy: Brand Value

Houzhong Jin, Te Bu


The article analyzes the Beijing Olympic brand value from the dimensions of nation, cities, corporations and people and draws the conclusion that the Beijing Olympic Games shows the country's brand value is harmony, confidence and tolerance; the city conveys the brand value of tradition, modern and green; corporate marketing broadcasts the value of autonomy, quality, value and the people express its brand value from the aspects of civilization, passion and smiling. The brand value of Beijing Olympic Games is an important part of the Olympic spiritual heritage and doing research on it will has a positive effect on the construction of spiritual civilization.

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Journal of Sustainable Development   ISSN 1913-9063 (Print)   ISSN 1913-9071 (Online) Email:

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