consumer brand perception
What links do citizens draw between products, brands and the nations that design and produce them?
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.
Reflections on the conceptual implications of nation branding: how branding a nation develops its soft power advantage