Introduction
The International Exposition (Expo) is an organization for placing brand and converging the public diplomacy. Since the Great Exhibition of 1851in London had opened the door to a procession of spectacular festivals of self-representation and image making, most western countries have accepted the Expo as an opportunity to show that their method to challenge of sustainable development of the city is in a more environmentally friendly interactive displays than others. However, the greatest honor cumulative to the hosts. The city of Shanghai, which was a badge member of the exclusive club of the world’s premiere cities, worthy of the event in a world-class. More widely, the Beijing Olympics of 2008 showed the new China and precisely provided an example of socialism with Chinese characteristics. Hence, the Chinese government may point to the Expo as another example of the admiration of the world turning toward China. It was reported that in the last 160 years, there has never an Expo similar to that, which took place in the 2010 Shanghai Expo. A case in point is that more than 700,000 people poured into a site the size of Baltimore in Shanghai in 184 days. They found that an unprecedented number of pavilions, built by the state and enterprises exhibitors, which deployed cutting edge architecture and state-of-the-art exhibition techniques to comment as ‘Better City, Better Life’ in English, but the Chinese version is closer to ‘city: let ’s make life better ’.

Methodology
The City Brand is the basis of the assessment of urban readings. Therefore, this study adopted Anholt’s (2007) six different aspects which include local, exist, pulse, pulse potential, and the premise, and through which tangible and intangible dimensions of the development of a city to evaluate the Shanghai’s strategy and effects of Shanghai branding.
Questionnaire normally produced, so that the different extent of the psychological problems can be showed by the respondents’ answers. Moreover, the period of investigation of this questionnaire are divided into three periods. In this essay, the questions are to be answered from five, being the highest score and the strongest agreement, to one, being the lowest score and disagreement. Open questions are provided through which the respondents can provide additional answers and suggestions in free-text form. The survey conducted in three periods (from May 1 to May 4, 2009, one year before the celebration of the Expo; from May 2 to May 5, 2010, the period shortly after the celebration of the Expo; and from May 1 to May 4, 2011, one year after the Expo). The questionnaire involved two parts, including positive and negative socio-cultural, economic and environmental impacts which could further evaluated the effect of city branding by investigating the impact of the Shanghai World Expo as a platform on promotion of Shanghai’s identity and core values.

Strategy for Expo event
The process of Shanghai branding tried to present a modern and people-oriented cities that was reflected in the theme of the Expo ‘Better City, Better Life’. This theme aims to a sustainable development and harmony living in the city, because of the population living in urban areas has surpassed those in rural areas.
The logo and event slogans described Shanghai as a member of the international family, sharing the same vision with other international members.

The mascot Haibao which means treasure of the sea, elaborated the cultural traditions of Shanghai’s port and sea. The blue, cartoon-like mascot, has been highly praised for its innovative use of the Chinese character ‘人’ which means a person. The value of the Shanghai city has made a positive interpretation, emphasizing the cities changes that may come in the future.

Shanghai Branding through the Expo
According to Wang (2012), the consensus of the identity of the city is one of the key steps of the city branding and one of most important issues of city branding is how all groups understand the city. It is acknowledged that the values of the Shanghai city are perceived diversely between the government and the general public in the field of economic, environmental, and political areas. Hence, In order to address these contentious problems, Shanghai made a new and positive interpretation of the values of the city through the Opportunities of the Shanghai World Expo.

The effect and evaluation of Shanghai World Expo

Despite the Expo has changed the prospects for the city's physical part in the short term, it has not fundamentally changed the residents and visitors’ experience of Shanghai.

Positive aspects 1) Development of service economy and business climate: In the wake of the Shanghai World Expo, it apparently promoted the economy and enhanced the city’s competitive advantage, attracting investment, and technological progress.(Wang, 2012) 2) Urban regeneration and sustainability realized through the exhibition: After a new round of construction, the Shanghai central city roads increased by more than 11% in 2008, the Center City Expressway to 145 km, compared with 25% growth in 2008; Shanghai Foreign further enhance the transportation capacity. (Cull, Jing and Rong, 2012) 3) Multiplying effect of 2010 Shanghai Expo enhanced the image of Shanghai city as well as the overall image of China: A prosperous Shanghai with a successful reconstructed Expo quarter would do much for China's image as a whole (Cull, 2012). As the major event will attract a lot of news media and public attention, increasing the city's media exposure, thereby greatly enhancing the city's reputation, recognition. Hence, the large number of organizations has adopted which included news, outdoor print, television film, network information, including multimedia communication, major domestic and foreign media reports, and advertisements. (Jing and Rong)
Negative aspects 1) Lack of public participation within the decision-making process of city branding: The survey shows that Shanghai branding basically forced a top-down project with little branding initiative from the grassroots level, passive public involvement and participation in the process (Wang, 2012). 2) Cultural heterogeneity perceived by Shanghai citizens: Shanghai branding expressed appreciation for the physical aspects of the city's cultural, while, intangible cultural values have not been widely accepted. A minority of respondents believed that part of the culture of Shanghai, on behalf of China's socialist market economy, the culture, and a wide range of national, ethnic and cultural composition (Wang, 2012). Many respondents had a low appraisal for Shanghai’s human culture environment. They had a negative view on social issues, such as equality and social justice, and the transparency and effectiveness of urban governance (Wang, 2012). 3) Unforseen influences came from the EXPO: Shanghai citizens awared that the benefits arising out of the events are less than they expected (Wang, 2012). For example, despite the huge investments were made to improve the city’s road network, the traffic jams have still threatened the city. Moreover, other negative effects are also indicated, such as a few increased price of house, increased prices of goods and the colossal sum of spending (Wang, 2012). 4) Citizenry’s negative affection against the displacement to build the exhibition: The discomfort people who were displaced to build the exhibition. Many Shanghai residents are still dissatisfied with the neighborhoods, open space and networks of the relationships that were sacrificed planners to make the fair possible (Cull, 2012). 5) Lack of well-planned post-fair plans cause lots of problems: The short-term behavior of the locals pointed out that no public plans to rebuild the Expo area cast doubt on the government plans to fair (Cull, 2012)

Six dimensions model to develop strategy for Shanghai branding (Placebrands, 2003)
Dimension 1: Tourism
Wang (2012) in their article only suggest using tourism promotion to achieve Shanghai branding. The development of the tourism industry is an important part of the construction of identity building. Because of the unique tourism resources in Shanghai, tourists are the ambassadors of the city to a certain extent. In order to boost tourism, the various measures were taken such as the massive investment in tourism including infrastructure, creation of new tourist spots, and development of different tour routes that linked the city’s historical civilization and recent modernization, formulation of official standards of tourism service (Lu, 2003). According to Ananian, Rockower, and Wu (2010), many states have discovered that tourism promotion is not only simply about attractiveness as a travel destination, but also good for business investment and public diplomacy.

Dimension 2: Export brands.
Although few Shanghai city-based export brands can be retrieved from memory, there are numerous high-tech industrial parks spotted within this city. Accompanying with the fast-growing facilitation of importing and exporting trade, and the world-class domestic and foreign enterprises settled their headquarter in Shanghai, the highly-qualified personnel, well-established supply chain, efficient business manage, etc. altogether demonstrate the positive and attractive business image of Shanghai city.

Dimension 3: Investments.
Shanghai’s efforts to adjust industrial structure and upgrade industrial capacity and be an important part in the national sustainable development; it will become the best practice area of integrating production, life and ecology into its development. Various foreign investments in Shanghai Industrial parks can benefit from favorable policies of encouraging modern equipment manufacturing and technological progress, transformation and industrialization of technological results, and software enterprises. Government also offers consulting service for investment programs in their preliminary phase, such as investment orientation and economic analysis of investment projects. Other supports in terms of banking, logistics, accommodation, exchange settlement for export and import are set up in favor of attracting foreign investments.

Dimension 4: Foreign and domestic policies.
The present Chinese government has taken some important steps towards the creation of city-level public diplomacy committees in three locations where includes Shanghai. The deregulation of local government-based promotion policies enables foreign countries to see diversified facets of China. (Cull, 2012)

Dimension 5: People.
The self-image perceived by citizens is vital when it comes to city branding. City branding is about telling and sharing a compelling story about a city. Without clearly identifying and understanding the sources of city image, any effort in city brand positioning, communication and management would likely be misguided and ineffectual. (Ananian, Rockower and Wu, 2010)

Dimension 6: Culture and Heritage.
Shanghai city brand in the ‘modernization’, ‘China Business Capital’ and ‘internationalization’ International city must have a distinctive feature is the multi-cultural collection. If only a single, national culture, it cannot form the image of an international metropolis.

Reference
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