A New Type of Soft Power: Country Branding

Authors : Abdulsamet Günek

Pages : 252-259

View : 34 | Download : 31

Publication Date : 2023-06-29

Article Type : Research Article

Abstract :In this article I discuss relationship between soft power and country branding.   The term ‘soft power’ was coined in 1990 by Professor Joseph Nye to explain how modern states can use positive attraction and persuasion to achieve global influence. Soft Power is a new type and face of Power. That is based on persuasion, seduction and engages. If you want to affect foreign countries, you must have a good image in foreign audience. In this way you can get some economic and political interest on other countries. Some scholars argue that nation branding and country branding as a new type of public diplomacy. According to resent research, (Soft Power 30 A Global Ranking of Soft Power, Portland Communication 2015; Anholt-GfK Nation Brands Index 2015; 2016; 2017) Ranking of Soft Power and Nation Branding show similar results. Countries with soft power are higher in national brand value. I discuss new soft power strategy some country like Chına, India, Russia that they called ‘new powers of world order’, ‘rising powers’ or ‘alternative Powers’. And the other perception I will discuss some developed and developing countries. . They want to build ‘attractive country image’ with cultural heritage for tourism and economic growth.  And I want to discuss USA an EU that they have a good strategy on soft power and national branding.
Keywords : Country Branding, Soft Power, Smart Power, Soft Power Strategy