THE BRAND AND IMAGE OF A NATION IN INTERNATIONAL POLITICS
THE BRAND AND IMAGE OF A NATION IN INTERNATIONAL POLITICS

Author(s): Ciprian Pripoae-Serbănescu, Ecaterina Hlihor
Subject(s): Government/Political systems, International relations/trade, Politics and society
Published by: Carol I National Defence University Publishing House
Keywords: branding; public diplomacy; country image; competitive identity; societal security; Introduction;
Summary/Abstract: Our study has as a central idea the fact that the public diplomacy and branding of a nation must be seen in complementarity. In the context of the current globalization and extended mediatization, companies and nation-states alike are involved in an effort to establish images and symbolic representations in order to differentiate themselves among the others. By building a visible and attractive country brand that is representative for its people and society, a state (re)builds its credibility in international politics, increases its influence in international organizations and institutions, improves its image in order to build durable economic, cultural and security partnerships.

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