Nation Branding and Public Diplomacy Strategies of Small States

Abstract

This thesis set out to find positive and negative examples of policies made by small states that aim to promote the country’s image abroad. The author argued that these countries may have a disadvantage compared to countries with larger country brand budgets and existing influence. Using Simon Anholt’s three criteria for a policy that successfully builds a country’s competitive identity, strategy, substance and symbolic actions, the author analyzed two case studies, Israel and Estonia. With the criteria, she was able to identify good and bad practices small states can use. Readers can find an analysis of Israel’s long-standing Hasbara policy and Estonia’s country branding policies, evaluated according to Anholt’s criteria, and a conclusion about what small states can look to as an example in the two country’s practices, as well as what they may want to avoid.