Shaping China's Global Imagination - Branding Nations at the World Expo

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