BRANDING: Comment - Can China live up to its expectations for Olympian dreams?

Beyond generating income from corporate sponsorships, the Middle Kingdom hopes to leverage the Olympics to herald its 'debut' as a modern, powerful nation. It is seeking the ultimate multinational endorsement: a worldwide stamp of approval. A spiky mix of benign patriotism, angry nationalism and the ruthless quest to extend the legitimacy of the Chinese Communist party has intoxicated both the nation and the political establishment.