Titlebook: Shaping China’s Global Imagination; Branding Nations at Jian Wang Book 2013 Jian Wang 2013 branding.China.Nation

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Defining Nation Brands,ic act, countries need first to establish on what basis their national identity and image are to be formulated for an event like the expo. This part of the process involves defining the objectives, the nation-brand positioning, and the nation-brand story.

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Nation Branding: Perspectives, Practices, and Prospects,s project offers a way for us to understand nation branding that is conceptually grounded and practically relevant. We demonstrate through the study of the national pavilions at the Shanghai Expo how nations are symbolized through branding practices.

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Communicating Nation Brands,on, there are at least four sets of programs in the brand communication toolbox: advertising and promotion; interactive marketing; events and experiences; and mobile marketing.. The question then is how one assembles these various communication tools to most effectively and efficiently build brand equity.

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Palgrave Macmillan Series in Global Public Diplomacyhttp://image.papertrans.cn/s/image/866397.jpg

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Book 2013A 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.

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https://doi.org/10.1057/9781137361721branding; China; Nation

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Soft Power, Nation Branding, and the World Expo,Today, nations compete like businesses. A nation’s image affects its competitive capabilities and is increasingly central to its external relations. Nations are understandably eager to raise and maximize their profile on the world stage. The quest for this soft side of power is a global phenomenon now more than ever.

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Branding Nations, and challenging. It is therefore worth exploring the relevance and, indeed, the significance of branding—a major development in contemporary marketing and communication—to the endeavor of national-image management. This chapter examines the conceptual foundations of branding and nation branding, an