Zhejiang Geely Holding Group acquisition of Volvo is an early step in building the image of Chinese automobiles and marketing to foreign buyers.

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Zhang has a similar view, noting that the younger generation and wealthier Chinese are usually unhappy with those who damage the image of Chinese travelers worldwide.

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Earlier this month, Beijing called on its nation's tourists to improve their behavior, with Vice Premier Wang Yang stating it was important to project a good image of Chinese tourists.

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But the SUV's image of safety appeals to prosperous Chinese drivers who face chaotic city streets while electrics from BYD and other producers struggle to attract buyers.

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The departure of two marquee signings will represent a major blow for the standing of Chinese football, which has sought to improve its image after a number of match-fixing scandals in recent years.

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What we don't know The Sharper Image for, though, is its broad selection of no-name phones procured from Chinese manufacturers.

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"There's no question that China is very sensitive to its image, " said Stanley Rosen, an expert on the Chinese film industry, and director of the East Asian Studies Center at the University of Southern California in Los Angeles.

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Carlyle has promised to erect Chinese walls between itself and AlpInvest, part of its ongoing efforts to polish a public image that has been battered in the past.

ECONOMIST: The Carlyle Group