How Strong is the China Brand?

China still has a long way to go before it dominates the Country Brand Index, in the way it succeeded at the Olympics.  According to the 2008 results, China only ranked 56 out of 78 countries in the coveted "Top Country Brand" ranking.

Many might view this index as an indication that China's massive Olympic investments in improving its image have fallen flat, but this isn't necessarily the case.  China topped the rankings of "Rising Star" and "Most Impressive Last Year."

Furthermore, the authors maintain that the intense Olympic effort "will move Brand China forward," and improve China's image worldwide.  The Olympics definitely made the international community more aware of "modern China" and all of her many accomplishments, but it also brought tensions and criticisms to the surface, like the heated exchanges during the torch relay.  The melamine-milk baby formula scandal didn't help China's image, either. 

 On the other hand, interest in China continues to increase, whether it's the growth of Mandarin Chinese courses worldwide, or even the increased number of tourists.  Revenue from the tourism industry has increased from $2 billion in 1990 to nearly $34 billion in 2006. 

Revenues from tourists continue to increase, though they're definitely not immune from the global economic downturn.  The United Nations estimates that China will be the world's most popular tourist destination by 2020.

In the meantime, Wang Yong, secretary-general of the China Brand Union Association has plans for China to shape its brand image abroad.