Nation Branding at Expo Shanghai 2010
Principal Investigator:
Jian (Jay) Wang
Contributing Researchers:
Chen Chen, Cesar Corona and Di Wu
Resources:
Experiencing Nation Brands: A Comparative Analysis of Eight National Pavilions at Expo Shanghai 2010
CPD Video Conversations: Nation Branding at Expo 2010 Shanghai
Expo Shanghai 2010 Media Monitor Report
Photographs: Nation Branding at Expo 2010 Shanghai
Founded in 1851, World Expo is now a mega global event where countries showcase their culture and innovation. With a record 192 official participant countries and 50 international organizations, Expo Shanghai 2010 attracted 73 million visitors. In this project, we use the construct of “brand experience” to explore and examine how countries pursue nation branding. More specifically, we evaluated the 2010 Expo Shanghai in terms of how Chinese visitors experience the brand country pavilions.