Following globalisation and increased competition to attract tourists, markets, talent, investors, events, etc., countries conceive brand management as a key success and competitiveness factor as well as a key item in their economic, social and cultural development.

On Oct. 29 and 30, the USC Center on Public Diplomacy's research team in Shanghai released the final two video conversations in the series. The first video highlights views from the Chinese pavilions, including its national and regional provinces and the second features an interview with the Secretary General of the International Exhibitions Bureau. Click here to view the videos.

How does Brand Oz look in China these days? Jennifer Mills went to the Shanghai Expo to see the results of Simon Crean's recent nation branding exercise

With the G-20 Summit approaching, all eyes are focusing on Seoul. The Korean economy has been growing rapidly over the past couple of years and it now ranks 9th in the world in terms of export volume. However, Korea’s national brand image still lags behind.

How does Brand Oz look in China these days? Jennifer Mills went to the Shanghai Expo to see the results of Simon Crean's recent nation branding exercise.

Secretary General of the International Exhibitions Bureau, Vicente Gonzalez Loscertales, discusses the Expo as a platform for public diplomacy, and gives a sneak preview of the Expos in the coming years.

The Group of 20 summit in Seoul is expected to offer South Korea a huge opportunity to enhance its national brand. The event is expected to allow South Korea to promote its economic achievements among world leaders, their delegations and journalists and help the nation enhance its undervalued national competitiveness.

A view of the national pavilion of China and Chinese provinces pavilion.