From Obama and Hillary, to Kobe and Michelle (Kwan), the U.S. Pavilion features some of the most recognizable celebrity “brand ambassadors” for the country.  But the most visible presence belongs to the student ambassadors.  This video blog highlights their experiences at the Expo.

Tel, Aviv, Israel — Pounding his piano in blue-tinted sunglasses before nearly 50,000 screaming fans, Elton John took center stage in a battle over Israel's image.

What we have failed to notice is how it [foreign aid] also makes pariahs of those countries in international public opinion, stealing their dignity as proper states with history, culture, nature, wisdom, language, learning and human endeavour by branding them as nothing more than victims and beggars for decades to come.

Brand Kenya Board has embarked on a programme to give unique identities to municipal councils. The programme will enable regions to develop brands themed along their core activities and main products.

While attending a Wilton Park (UK) conference on the future of public diplomacy, I was pleased to see this facet of foreign policy gaining traction. About 50 diplomats and a handful of academics took part in discussions ranging from the military use of soft power to the roles of religion and sports in public diplomacy.

This video is part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

As the importance of nation branding and reputation management grew in importance, a need was felt by the different constituents of the South African government — South African tourism, the departments of trade and industry, and foreign affairs — to carve a more coherent positioning than ‘Rainbow Nation’.