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1 results

  • 8 - Managing National Image

  • David K. Tse, The University of Hong Kong, Kineta Hung, Hong Kong Baptist University
  • Book:
    Dynamic Growth of Chinese Firms in the Global Market
    Published online:
    05 February 2020
    Print publication:
    13 February 2020, pp 146-168

  • Summary

    As an economic power, China has become increasingly preoccupied with its image around the world. According to BBC-GlobeScan, China enjoys a neutral to positive national image over the past 12 years, driven by the generally positive perception of the country’s economy. Interestingly, there is a strong divide between perception by developed and developing nations, with the former giving China a much lower rating than the latter. The USA in particular gives a consistently low rating, while sub-Saharan African countries give a consistently high rating. The chapter then reports two ad campaigns carried out by the Chinese government to promote the national image, especially in the USA. Results of public surveys show that, while there is some positive outcome, the public do not like the hard-sell approach. It is suggested that, in the future, national image campaigns should take a softer approach and be carried out by non-governmental organisations or private firms to reduce governmental involvement.