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.

While mega-events can involve colossal facilities of little use post-event, they can also provide reputational benefits and be seen as an investment in a nation's brand.

The World Cup was meant to be a celebration of a new Brazil -- powerful, prosperous and jubilant. When the ball starts rolling in three days the world may instead view images of violence and inefficiency. Seven years after gaining rights to host sport’s most-watched event, Brazil nears the tournament amid street protests, economic slowdown and a wave of strikes including subway and museum workers. 

The website of the Bureau of International Expositions, a group that is sort of like the International Olympic Committee for these things, explains that today's expos – the term "fair" was retired in 1967 – have "become a unique platform for international dialogue, for public diplomacy and for international cooperation". Which is to say, really safe and boring.

The Public Relations Association of Nigeria joins millions of Nigerians to mourn the passage on Saturday June 7 Consultants of a former Minister of Information, Prof Dora Akunyili and states that Mrs Akunyili through her life’s work contributed positively to boosting Nigeria’s reputation in the comity of nations.

India is joining the global pursuit of some of China’s most valuable assets – its big-spending tourists. With a campaign in 12 Chinese cities this spring, the world’s second-most populous nation hopes to capture the imagination of travelers from the most populated country. The promotion, called “Glimpses of India,” kicked off last month in Beijing with music and dance performances at the showpiece Poly Theatre. In March, India changed the rules to make it easier for Chinese visitors to get visas.