Scientific Essay from the year 2014 in the subject Politics - International Politics - Topic: International relations, grade: 90.00, , language: English, abstract: For a country’s success, branding is obliged, that’s the reason that in the present book, we are going to explore what branding is and how a country can earn benefits in the most effective way. Branding nowadays is more than a logo, it signifies the emotional reaction a country can stimulate from its clients. Because, the brand is the set of perceptions that investors have about the country, branding is the set of actions undertaken to cultivate that brand. In order to compete more effectively in the global economy, the countries started using brand management techniques. In order for a country to attract global investors, the country needs to claim a divergent brand positioning in the minds of the investors. The most successful nations in the world have a clear image that helps them become irresistible to investors. Investors, far from just basing their decisions on functional advantages and opportunities, they invest in countries with a clear identity that shows commitment to its development in a professional way. A clear brand image for the nation helps to attract global investors in the international arena, sustain them and a halo effect will boost its products, tourism etc. As nations compete for investments in the global marketplace, the best way to achieve distinctiveness, attractiveness and even irreplaceability is to root the nation’s image on biological concepts that transcend time and cultures. Tools such as the Wheel of Motives leverage the advances in modern disciplines such as biology, neuroscience, cognitive science, bio - semiotics etc. can capture with precision the DNA of a country and build a true-to-self, authentic and irresistible strategy to attract investors. Branding is the way a country creates a favorable reputation through communication efforts. Country branding is the process of applying business branding techniques to stimulate countries. The main objective of country branding is to build and manage the reputation of a country. Facing the challenges of an increasingly complex world the existence of cultural commonalities and universal values all cultures share and intercultural sensitivity within groups surfaces the way for acceptance and tolerance of other cultures and allows members to be open to values which are universal among all groups, such as law and justice, which globalized society should then build upon together.

After 9/11, which triggered a global debate on public diplomacy, 'PD' has become an issue in most countries. This book joins the debate. Experts from different countries and from a variety of fields analyze the theory and practice of public diplomacy. They also evaluate how public diplomacy can be successfully used to support foreign policy.

The United States is not effectively responding to the growing anti-Americanism that is taking root around the world. To address this concern, the Council on Foreign Relations has updated its Independent Task Force report on public diplomacy. This Task Force report elucidates some potential dangers stemming from this problem.

Public diplomacy has never been more important in international relations. Yet, public diplomacy’s future as a valued national resource and a respected profession is far from certain. Lingering historical misperceptions and contemporary debate regarding public diplomacy’s role and value in protecting and advancing national and international interests threaten public diplomacy’s advancement on both fronts. Grounded in public relations theory and steeped in common sense, this book advances the global debate on public diplomacy’s future by documenting the intellectual and practical development of public diplomacy in the United States and analyzing key challenges ahead. The author’s fresh perspective provides compelling insights into public diplomacy's purpose and value, the conceptual foundations of the discipline, and principles of strategic practice. Based on extensive primary and secondary research, including a comprehensive survey of veteran U.S. public diplomats, the book reveals lessons learned from the U.S. experience in public diplomacy that will be critical in determining public diplomacy's fate in the United States and throughout the world.

In China's Public Diplomacy, author Ingrid d'Hooghe contributes to our understanding of what constitutes and shapes a country's public diplomacy, and what factors undermine or contribute to its success. China invests heavily in policies aimed at improving its image, guarding itself against international criticism and advancing its domestic and international agenda. This volume explores how the Chinese government seeks to develop a distinct Chinese approach to public diplomacy, one that suits the country's culture and authoritarian system. Based on in-depth case studies, it provides a thorough analysis of this approach, which is characterized by a long-term vision, a dominant role for the government, an inseparable and complementary domestic dimension, and a high level of interconnectedness with China's overall foreign policy and diplomacy.