With the Olympic games taking place in China in 2008 and Canada in 2010, these nations are working to strengthen their brand images. It’s expected that the juxtaposition of these two countries will create discussions in how each national brand relates to the environment. Air pollution in cities is leading higher rates lung diseases, which has caused concerns amongst Olympic athletes who may withdraw from the event. China’s reputation suffered from lead paint in children’s toys, poisonous pet food and polluted cities. Concerns about the quality of China’s exports has resulted in a decline of China’s brand value. In contrast, Canada is seeking to base its national brand on sustainability. It wants to slow the extraction of its national resources and increase its brand value through quality.