A comprehensive discussion of how countries embrace branding as a crucial element in their pursuit of soft power and why certain nation-branding efforts succeed while others fail through the example of the 2010 World Expo in Shanghai.
|Publisher:||Palgrave Macmillan US|
|Series:||Palgrave Macmillan Series in Global Public Diplomacy|
|Edition description:||1st ed. 2013|
|Product dimensions:||5.51(w) x 8.50(h) x (d)|
About the Author
Table of ContentsContents Illustrations Preface 1. Soft Power, Nation Branding, and the World Expo 2. Branding Nations 3. The Shanghai Expo as a Site for Nation Branding 4. Defining Nation Brands 5. Communicating Nation Brands 6. Experiencing Nation Brands 7. Remembering Nation Brands 8. Nation Branding as Strategic Narrative 9. Nation Branding: Perspectives, Practices, and Prospects Coda Notes