China'’s nation brand and Shanghai’s. Looking back through history, international events are coveted by their host countries to promote their nations’ brands.
The Olympics had successfully repositioned Greece and Spain as attractive nations. And the 1933 Chicago Expo is regarded as a marker for the US recovery from the recession. With the 2010 World Expo on Shanghai’s horizon, can China’s rank improve on a global stage? What does China need to do to take full advantage of the opportunity? In order to explore these questions, Chinese paper Eastday has interviewed John Quelch, a professor at Harvard Business School whose research focus is on global marketing and branding. Brand China. Made in China. Chinese companies must improve their quality and brand image to gain a competitive edge in the global arena, according to a recent survey by London-based Interbrand Consultancy.
The “Made-in-China” survey interviewed over 700 business professionals on their perceptions about products made in China and the potential for Chinese brands going overseas. The survey revealed that Chinese brands were unable to cash in on the Olympics goodwill largely due to the tainted milk powder scandal.