A New Type of Soft Power: Country Branding

Yıl 2018, Cilt: 4 Sayı: 1, 252 - 259, 30.06.2018

Abdulsamet Günek

Bu makale için 29 Haziran 2023 tarihinde bir düzeltme yayımlandı. https://dergipark.org.tr/tr/pub/intjcss/issue/78514/1320850

Öz

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.

Anahtar Kelimeler

Country Branding, Soft Power, Smart Power, Soft Power Strategy

Kaynakça

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