Nation Branding and Public Diplomacy Strategies of Small States

Tóth, Hajnalka (2019) Nation Branding and Public Diplomacy Strategies of Small States. MA/MSc thesis, BCE Társadalomtudományi és Nemzetközi Kapcsolatok Kar, Nemzetközi Tanulmányok Intézet. Szabadon elérhető változat / Unrestricted version:

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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.

Item Type:MA/MSc thesis
Subjects:International relations
ID Code:12548
Specialisation:International Relations
Deposited On:02 Dec 2019 10:28
Last Modified:06 Dec 2021 08:51

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