Nation Branding as an instrument for public diplomacy : an analysis of Romania’s nation brand building

Abstract

El alumno analizará el concepto de Nation Branding, como estrategia para promover la imagen de un país de cara a la sociedad internacional. Se investigará, como caso de estudio, la agenda del gobierno rumano para implementar su estrategia de nation branding, y sus efectos sobre la imagen del país, como herramienta de diplomacia pública. El análisis buscara entender la diplomacia pública y sus nuevos instrumentos, que involucran nuevas formas de comunicación y tecnologías en el campo de la diplomacia.The student will analyse the concept of Nation Branding, as a strategy to promote the image of a country towards the international society. It will be analysed, as a case study, the Romanian government's agenda towards the implementation of a nation branding strategy, and its effects on the image of the country as a public diplomacy tool. The analysis will pursue understanding public diplomacy as a new form of diplomacy in contrast with traditional diplomacy and its new instruments, which involve modern forms of communication and technologies.