Brand China

Starting with one of the largest surveys ever of China’s image around the world, Brand China isolates and explains the profound image problems China faces. The paper discusses not only China’s difficulties in explaining herself to other countries, but also a peculiar and dangerous gulf between China’s image of herself and the rest of the world’s image of China. While this is a problem only China can solve, Ramo offers some ideas about how both Westerners and China might look in fresh ways at a country whose contradictions defy easy classification.

Brand China by Joshua Cooper Ramo is licensed under a
Creative Commons Attribution-Share Alike 3.0 Unported License.
Based on a work at joshuaramo.com.