Global Cultural Branding Through the Investment of Historical Culture: A Case Study of the Beijing Olympics Opening Ceremony

Abstract

This paper will explore from consumer cultural perspectives how the Beijing 2008 Olympics facilitated the growth of China as an international brand by focusing on the Beijing Olympics opening ceremony. The study includes interviews with UK and China-based consumers and managers. We argue that, in the context of the 2008 Beijing Olympics, Chinese international cultural branding models are emerging – targeting market myths through historical and mythical Chinese culture paired with modern technology; composing identity myths; and extending them to global identity myths, creating global sacred consumption. The Beijing Olympics opening ceremony, which China invested with historical and mythical Chinese culture, serves as a compelling contemporary example and arena for branding efforts. Conceptual insights include how cultural branding infuses contemporary image with a historical lineage, promoting discussion of nostalgia, authenticity, and anxiety of identity.

Keywords: Cultural Branding, Chinese Brand Developement, Global Branding