Shaping Chinas Global Imagination Branding Nations At The World Expo

Description:

This book explores the concept of nation branding - what it is and how it works - through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese audience. The comparative analysis of national pavilions (including Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States) demonstrates how a place-branding activity, such as the World Expo, facilitates communication to build a nation's image, thereby enhancing its soft power. As nation-branding efforts will only increase in the coming years, this study forms an important basis for future inquiry.

subjects: Brand name products,  International relations,  China, economic conditions,  Exhibitions,  Chinese National characteristics,  Public opinion,  Expo (International Exhibitions Bureau) (2010 : Shanghai, China),  China,  TECHNOLOGY & ENGINEERING,  General,  Expo (International Exhibitions Bureau) (2010 : Shanghai, China) (uri) http://id.loc.gov/authorities/names/n2006033189 (uri) http://viaf.org/viaf/sourceID/LC|n2006033189