https://www.palgrave.com/br/book/9781137361714
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.Soft Power, Nation Branding, and the World Expo
Branding Nations
The Shanghai Expo as a Site for Nation Branding
Defining Nation Brands
Communicating Nation Brands
Experiencing Nation Brands
Remembering Nation Brands
Nation Branding as Strategic Narrative
Nation Branding: Perspectives, Practices, and Prospects
Coda
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