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Item Details
| Title:
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SHAPING CHINA'S GLOBAL IMAGINATION
BRANDING NATIONS AT THE WORLD EXPO |
| By: |
Jian Wang |
| Format: |
Electronic book text |
| List price:
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£62.50 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
1137361727 |
| ISBN 13: |
9781137361721 |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
18 December, 2013 |
| Series: |
Palgrave Macmillan Series in Global Public Diplomacy |
| Description: |
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. |
| Synopsis: |
This book explores the concept of nation branding - what it is and how it works - through an instructive case of the 2010 World Expo in Shanghai, where 190 countries showcased their national cultures to a predominantly Chinese audience. The comparative analysis of national pavilions (including Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States) demonstrates how a place-branding activity, such as the World Expo, facilitates communication to build a nation's image, thereby enhancing its soft power. As nation-branding efforts will only increase in the coming years, this study forms an important basis for future inquiry. |
| Illustrations: |
9 black & white plates, 7 black & white tables |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Non-returnable |
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