While the interest is only increasing among nations in applying branding practices in promoting tourism, investment and overall country perception, the academic treatment of the subject has been narrow and cursory. In my new book Shaping China’s Global Imagination: Branding Nations at the World Expo, I delineate the concept and practice of nation branding by comparing the various ways nations sought to engage the Chinese populace through the medium of pavilion space at the Shanghai World Expo.

If it is hard to measure power and harder to measure influence, how will observers be able to tell if and when China has eclipsed the U.S. as the world’s superpower?

China’s global image faces challenges - but if asked to choose between its national interests and preserving its national image, China would choose the former. A recent poll conducted by the BBC World Service shows that China’s international image is not that great around the world. Although this year China’s international image is equally divided (42 percent vs. 42 percent) between those who think China’s influence is positive and those who think it is negative, China’s image in Japan and South Korea (two of China’s most important Asian neighbors) is quite negative.

China’s belated response to the oil rig crisis demonstrates the limits of its regional soft power.  Focusing on, negotiating over, and perhaps even solving one of its maritime disputes would go a long way toward enhancing China’s regional soft power.