Brand China: The Next Superbrand?

Built on analysis and branding theory, this thorough text examines the potential China has to join the U.S. and Japan as a global megabrand. Ever since the Silk Road trade of Marco Polo, the world has felt the pull of China and its goods. Now, having emerged from more than 30 years of isolation and internal turmoil, China is undergoing breathtaking economic and social change. Today China has a huge impact in sectors such as investment, exports, culture, policy, and tourism. When taken together, these factors have the potential to propel the country into the super league of country brands and up against another global Brand America.