Kamu Diplomasisi Uygulama ve Araştırma Merkezi

Nation Branding

Every nation in the world aims to have a good image and reputation, hence making their gains in tourism, trade and development economy. For this reason, promotional programs gain importance for the recognition of unique cultural values in the world for becoming a "brand" as a nation, Achieving these goals is related to the level of qualifications of historical, political, economic, cultural, and social values. In other words, gaining a good image and thus increasing its reputation cannot happen by itself. Therefore, nations make efforts with strategic planning methods to achieve the goals they have determined within the limits of their possibilities. Simon Anholt, a world-renowned researcher in the field of nation branding and the first to use the concept of "nation branding", states that there Is a competitive identity struggle between nations. According to Anholt, governments first need to have a good, clear, convincing and positive idea of what their country really is, what it stands for and where is it going. Thus, they will determine their policies accordingly and create a competitive national identity. This is a tool they will use in almost every field of their international relations (Simon Anholt (2007). Competitive Identity. The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan. New York. P.36)