Branding Nations at the Milan Expo

Principal Investigator:
Jian (Jay) Wang

Contributing Researcher:
César Corona

Interactive Map of the Expo

PD Videos

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The World Expo embodies nation branding in vivid ways. The fundamental goal of nation branding is to achieve differentiation and resonance in the field of national representations. National pavilions, a centerpiece of the World Expo, are branded spaces designed to craft a positive, distinctive identity about a country. They are hence a platform for nations to engage in public diplomacy.

As a follow-up to our 2010 Shanghai Expo project, CPD traveled to Milan's 2015 World Expo whose theme this year is "Feeding the Planet: Energy for Life," to explore the convergence of soft power on this major world stage. Stay tuned for exclusive video and photo footage from Milan, including special interviews with pavilion directors, as well as ongoing analysis of nation branding at this mega-event.