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Shaping China's global imagination = branding nations at the World Expo /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Shaping China's global imagination/ Jian Wang.
Reminder of title:	branding nations at the World Expo /
Author:	Wang, Jian.
Published:	Basingstoke :Palgrave Macmillan, : 2013.,
Description:	228 p. :9 b&w, plates, 7. :
Notes:	Electronic book text.
Subject:	Branding (Marketing) - Shanghai (China). -
Online resource:	Online journal 'available contents' page
ISBN:	1137361727 (electronic bk.) :

Shaping China's global imagination = branding nations at the World Expo /
Wang, Jian.

Shaping China's global imaginationbranding nations at the World Expo /[electronic resource] :Jian Wang. - 1st ed. - Basingstoke :Palgrave Macmillan,2013. - 228 p. :9 b&w, plates, 7. - Palgrave Macmillan series in global public diplomacy.

Electronic book text.

Contents 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.

Document

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.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.

PDF.

Jian Wang is director of the Center on Public Diplomacy and associate professor at the Annenberg School for Communication and Journalism, University of Southern California. His publications include Soft Power in China: Public Diplomacy through Communication, Foreign Advertising in China: Becoming Global, Becoming Local, and China's Window on the World: TV News, Social Knowledge and International Spectacles. He was formerly with the international consulting firm McKinsey and Company, where he advised clients on communication strategy and implementation across a variety of industries and sectors.

ISBN: 1137361727 (electronic bk.) :£62.50Subjects--Topical Terms:

1010850
Branding (Marketing)
--Shanghai (China).

LC Class. No.: T397.S53 / W36 2013

Dewey Class. No.: 327.51

Shaping China's global imagination = branding nations at the World Expo /
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505 0 $a Contents 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.
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520 $a 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. $b 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.
520 1 $a Wang's writing style is analytically clear and engaging, and raises a certain curiosity in the subject itself. The book combines three issues that are of great interest: China's rise and role in international politics; our perceptions of China; and the role of nation branding (in this book through the prism of the Shanghai Expo). The advantage of a book like this is that it will not just be relevant for China specialists, but also for IR and communication scholars. The clarity of writing makes it accessible and of use in advanced undergraduate courses. I see no real competition for Shaping China's Global Imagination.' - Peter Van Ham, Netherlands Institute of International Relations.
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545 0 $a Jian Wang is director of the Center on Public Diplomacy and associate professor at the Annenberg School for Communication and Journalism, University of Southern California. His publications include Soft Power in China: Public Diplomacy through Communication, Foreign Advertising in China: Becoming Global, Becoming Local, and China's Window on the World: TV News, Social Knowledge and International Spectacles. He was formerly with the international consulting firm McKinsey and Company, where he advised clients on communication strategy and implementation across a variety of industries and sectors.
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