The Interconstruction of China's Nation Brand and National Image

Abstract

In the era of globalization, the problem of national image becomes more prominent, and international brand marketing becomes one of the powerful ways for a country to enhance its national image. National branding is an active process aimed at enhancing the reputation of a country, while national image is something that exists in the perception of the audience. Since the reform and opening-up, China's comprehensive national strength has continuously increased, and the world's perception of China has become stronger. Chinese enterprises and brands have gradually overcome the stereotypical impression of being low-quality and cheap. However, in the increasingly fierce competition among major powers, it is urgent to construct China's national image through national brand marketing. China should implement a nation brand plan from a top-level design, involve the entire society, strengthen open communication with the international community, and further promote Chinese enterprises and brands to go global.