Nation Branding: Concepts, Issues, Practice

Authors : Philipp O AMOUR

Pages : 131-134

View : 27 | Download : 15

Publication Date : 2012-09-01

Article Type : Other Papers

Abstract :The field of soft power —as an element of foreign policy— has piqued the interest of  academics, practitioners and policy makers for decades. Governments have relied on a  wide range of soft power tools to promote, achieve and maintain national policies, as well  as foreign policy or international goals. While propaganda, cultural diplomacy, and public  diplomacy were the key instruments of soft power throughout the last century,  nation  branding has started to play a core role for foreign diplomacy in the last decade.
Keywords : soft power