Imagined Brands in Global Brand Culture:

Cayla and Arnould (2008) indicate that global brand mythologies depend on targeting global cultural myths. This paper explores how the Beijing 2008 Olympics facilitated the growth of China’s historical culture as a resource for global branding by focusing on the elaborate, phenomenally costly, and theatrical Beijing Olympics opening ceremony. Interviews with both Chinese and UK consumers and managers as well as media coverage show how opposing viewpoints dominate global audiences’ responses towards the Beijing Olympic opening ceremony. We present a hybrid perspective on a Chinese production to shed light on how cultural events contribute to global branding processes.


Wu Zhiyan, Borgerson Janet L, and Schroeder Jonathan E. (2011) ,"Imagined Brands in Global Brand Culture:", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 614-615.


Wu Zhiyan, University of Exeter, UK
Borgerson Janet L, University of Exeter, UK
Schroeder Jonathan E. , University of Exeter, UK


E - European Advances in Consumer Research Volume 9 | 2011

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