Keith Dinnie, Soft Power in Evolution “Nation Branding: Concepts, Issues, Practice”

Year 2012, Volume: 9 Issue: 35, 131 - 134, 01.09.2012

Philipp O. Amour

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

Nation Branding: Concepts, Issues, Practice

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

Nation, Branding, Concepts

References

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