A comprehensive discussion of how countries embrace branding as a crucial element in their pursuit of soft power and why certain nation-branding efforts succeed while others fail through the example of the 2010 World Expo in Shanghai.

Jian Wang is director of the Center on Public Diplomacy and associate professor at the Annenberg School for Communication and Journalism, University of Southern California, USA

Contents Illustrations Preface 1. Soft Power, Nation Branding, and the World Expo 2. Branding Nations 3. The Shanghai Expo as a Site for Nation Branding 4. Defining Nation Brands 5. Communicating Nation Brands 6. Experiencing Nation Brands 7. Remembering Nation Brands 8. Nation Branding as Strategic Narrative 9. Nation Branding: Perspectives, Practices, and Prospects Coda Notes