World Expo: Nation Branding

To add to the previous blog post about nation branding, countries seem to be very interested in their reputations. They are making strides to manage their appearance in a globalized world. Countries realize that their reputation not only affects their tourism business, but also their economic stance in the marketplace. And where do countries go to brand themselves? Try the World Expo. It’s a hotspot for nation branding. Known as, “a wonderful playground of branding,” these fairs provide pavilions for each country to portray the best of its identity to the rest of the world. Kind of like a beauty contest for nations, or a tournament of cultures. Participating countries are eager to interact and impress visitors.

Another reason countries go to the Expo is to overcome negative stereotypes that may be harmful to their reputation. Social, economic, cultural or political issues from the past (like wars for example) are the main factors that shape the rest of the world’s perspective of a country. These stereotypes can be hard to break. On the other hand, stereotypes can be a good thing. With pre-conceived expectations, people have already made a connection with a nation, allowing easier engagement and interest.

Are the messages that these national pavilions send effective? It can be tricky because nations must be aware of the way they communicate with multiple audiences. They cannot just impress foreigners; they must also please their domestic audience. If communication between the two doesn’t correspond, there could be cause for dispute. Most natives see their pavilion as a source of national pride, but some others may see it unfavorably, especially if the focus is on creating a show for foreigners.

Student ambassadors that greet and guide visitors at their pavilions are an important part of a national brand. With their direct contact among visitors, they exhibit diplomacy, represent a physical presence for their country, and give a glimpse into the future of foreign relations.

There are many things to consider when managing a country’s image on a global scale. A solid nation-brand strategy requires much negotiation, compromise, and clear direction to be successful.

Contributed by Emily Hassell