CPD Director Jay Wang’s new book, Shaping China’s Global Imagination: Branding Nations at the World Expo (Palgrave Macmillan), explores the phenomenon of nation branding by looking atthe 2010 World Expo in Shanghai.

In my new book, “Shaping China’s Global Imagination: Branding Nations at the World Expo,” I explore the idea of nation branding—what it is and how it works—through the instructive case of the Shanghai World Expo. Despite the growing interest in how countries promote their national image, the potential and role of branding in a nation’s communication has often been assumed but not demonstrated. This book reflects an effort to provide conceptual clarity and empirical attention to this very issue.