Nation branding

Nation branding can be understood as a part of public diplomacy and is a good instrument for building the ”soft power” of the state. It is a powerful political tool in positioning on a global market. It may have a significant impact on economic visibility, thus aid in attracting additional businesses, investments and increasing exports.
The goal of national branding is shaping and managing a country’s image. Sports, tourism, export, culture are all methods for a country to display its brand, with the purpose of economic growth.

From our blog

A brief history of Yoga diplomacy

Asoke Mukerji

Yoga, said Narendra Modi at the United Nations General Assembly (UNGA) in September 2014, is not just exercise. \'By changing our lifestyle and creating consciousness, it can also help us deal with climate change.\'...

Is private public diplomacy a thing?

Michal Brichta

The purpose of this blog is to give a new impulse to the discussion on the role of private business in today’s public diplomacy and to open the question on what exactly private public diplomacy means, and whether it...

Online Reputation Management for Governments: in the national interest or out of the dictator’s playbook?

Nicholas Dynon

Online reputation management: the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results ...

Training and courses

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Economic Diplomacy

Starting 09 Oct 23



Nation branding and the role of public diplomacy in assisting small island states in developing strong nation brands

The concept of applying branding principles and strategies to nation states has been around for decades. However, in recent years, the concept has occupied prime attention in academia and the business sector.... Read more...

Food, Ketchup, Logo, Armor


Public diplomacy and nation brand

In a time where interaction with citizens is the key to diplomatic success, Morocco still lags behind other small states and does not yet pursue efficient strategies of public diplomacy and nation brand. ... Read more...

Food, Ketchup, Logo, Armor


Brands and national image: An exploration of inverse country-of-origin effect

The study explores the relationship between perceptions about products produced in a country and the country's reputation and image. It considers country-of-origin effect (COO) from an inverse perspective; rather than looking at how national reputation affects percepti... Read more...


The emergence of international public opinion and the origins of public diplomacy in Japan in the inter-war period

The emergence of international public opinion and the origins of public diplomacy in Japan in the inter-war period. ... Read more...


The rhetoric of public diplomacy and propaganda wars: A view from self-presentation theory

Efforts by governments to affect foreign public opinion through direct communication – and in competition with rival governments – have been a stable and consistent feature of international diplomacy since the turn of the twentieth century. ... Read more...