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The Olympics are now well into their second week. Public attention is entirely dominated by star athletes and the medal race. In the midst of such joy and excitement, anyone who attempts the “Post Games” discussion with a question mark should expect to receive a gold medal in unpopularity. But one does wonder if China can sustain its newly found brand power when the curtain falls next week.

Undoubtedly, the Beijing Olympics are the most successful (and the most lavish) launch party for Brand China.

The world is convinced of China’s ability to reach world-class heights in technology, architecture, and business skills. The Middle Kingdom has arrived as an invincible force in sports and in organization. At home, the Games bring the biggest ever sense of accomplishment to the people. The nation has never felt more confident, patriotic, cohesive, and proud.

But underneath the triumph and the glory, Brand China is as fragile as baby skin. Economic miracles are not going to dim political, human rights, and environmental issues. Even with those put aside, can Brand China afford to be ensnarled in more controversies of contaminated food and toxic toys? Can it maintain its cutting-edge image when it applies so many of its technology and craftsmanship skills on copies and counterfeits?

Perhaps the most important question is, how determined is the nation to protect and nurture its brand?

Remember how state determination and national pride brought Japan and Korea out of a similar shabby image? If China can mobilize the national resources to achieve not only the unsurpassable Beijing event but also its state-of-the-art infrastructure in three years, it can certainly champion its brand strength and stature.

It was broadcast that China will surpass the U.S. as the world’s leading manufacturing country by next year. Brand China will be exposed to even more intensive scrutiny.

The game is not over.