CPD Perspectives examines Nation Branding at Expo Shanghai 2010

CPD University Fellow, Professor Jian (Jay) Wang, together with Shaojing Sun, associate professor of the School of Journalism at Fudan University, have penned the second issue of CPD Perspectives in Public Diplomacy for 2012. "Experiencing Nation Brands: A Comparative Analysis of Eight National Pavilions at Expo Shanghai 2010" tackles an important topic in international affairs, a country's image. Through the comparison of eight national pavilions at the Expo, Wang and Sun's research advances the understanding of the brand experience in nation-branding and public diplomacy.

The study seeks to understand how Chinese visitors, comprising the vast majority of Expo attendance, experienced the branded space of national pavilions, and to discuss how pavilion experience may shape or re-shape visitor perception of the countries represented.

This latest addition to the CPD Perspectives series serves as the concluding report to the CPD Research Project, Nation Branding at Expo Shanghai 2010, led by Professor Wang.

Read the entire paper here.

A recent CPD Blog post by Wang on China’s Vice President Xi Jinping's visit to the U.S. can be found here.

For more information on the Center's Nation Branding at Expo Shanghai research project, follow this link.

Click here to view the CPD Video Conversations from the Expo Shanghai.

To read CPD's Expo Shanghai 2012 Media Monitor, click here.

CPD Perspectives is a periodic publication from the USC Center on Public Diplomacy, and highlights scholarship intended to stimulate critical thinking about the study and practice of public diplomacy.