In order for China to continue its growth, both internally and externally, it has to shape
how it is viewed internationally. It has to make clear its intention of a ‘peaceful devel- opment’ and to get other nations to buy into this world view. Managing its reputation, or managing its nation brand, is part of the equation. Branding China is probably the ultimate challenge in reputation manage- ment.The purpose of this paper is to identify the branding challenges facing China today from a review of the relevant litera- ture.