The term“branding”is still contested when linked to nations;colleagues in Palestine would argue that the term“promotion”could be of a more positive impact;in fact,this paper will examine this issue as scholars aut...The term“branding”is still contested when linked to nations;colleagues in Palestine would argue that the term“promotion”could be of a more positive impact;in fact,this paper will examine this issue as scholars automatically link“branding”to products,business,and trade.It is not easy to imagine the nation as a brand;a nation cannot re-make itself,like a company launching a new product.Branding a nation is inspired by its national identity which started to evolve with the evolution of the nation states;it heavily relies on people’s attachment to a shared land,shared history,shared language,shared culture,religion,clothing,behaviours,values,attitudes,or positions in dealing with internal and external variables.It is crucial to distinguish the identity for a nation which is usually done through studying the elements depending on which a nation promotes itself using public diplomacy.Public diplomacy is a soft power’s key instrument which we cannot ignore;in soft power,the narrative and the reality have to reflect each other.A nation’s identity is partly inherited from history and partly a continuing construction;there are aspects of national reputation which can be altered,for better or worse,by choice of actions,words,and images.Even the inherited parts of national reputation are open to revision as time goes by,states have gun a long way in their nation branding and Palestine cannot remain indifferent.This paper aims to address the importance of Palestinian national branding and to further shed light on how this could be done.Based on examples of other successful countries―case studies,the paper shall introduce a number of elements that shape a national identity;those elements are expected to inspire scholars and policy-makers in determining what is worth promoting in Palestine that would lead to successful branding of Palestine as a nation.In branding for Portugal,Cristiano Ronaldo,the soccer player was determined to be a national brand;the Portuguese chose to brand themselves with his initials CR7.Today,if you read,hear,or visit Portugal,you will find a lot related to CR7,whether we like soccer or not,CR became an attractive brand for his country.For their nation branding,Portuguese chose tourism,cuisine,culture,and sports rather than their history of conquering the world,and this paper will be inspired by this example and others.In Palestine,not much work had been put on nation branding;therefore,this paper will introduce the concepts and will try to examine how important it is for serving the national cause and the strategic national goals,in doing so,the paper will try to answer the following questions:What is nation branding?How is public diplomacy related to nation branding?Can public diplomacy replace nation branding?What is the image of Palestine and Palestinians abroad?How are we seen by others vs.how do we wish to be seen?Does Israel play a role in branding Palestine and Palestinians internationally?Is it important to consider a national brand/s for Palestine?What is the Palestine that we aspire to promote?展开更多
Using the Soft Power 30 Index,this research focusses on assessing the soft power status of the United Arab Emirates(UAE)by exam-ining the elements of its soft power and potential challenges it may face in the future.T...Using the Soft Power 30 Index,this research focusses on assessing the soft power status of the United Arab Emirates(UAE)by exam-ining the elements of its soft power and potential challenges it may face in the future.This study conducts in-depth interviews with foreign diplomats and academics based in the UAE and Emirati diplomats and academics.These data are supplemented with primary and secondary data from governmental and inter-national agencies as well as media sources.The UAE’s case dem-onstrates that soft power can be consciously developed by any country regardless of its regime type,size,location,and religious or racial background by getting its domestic affairs in order.A country’s domestic success in governance,enterprise,culture,education and digital infrastructure leads to global attraction,which ultimately enhances the image of a country such as the UAE.It eventually creates opportunities for more global partner-ships and engagements in the areas of multilateralism,philan-thropy,peacebuilding,conflict resolution and event hosting.However,these efforts face the following challenges:the threat of widely diffused actions among public and private actors,the financial cost of soft power engagement and projections,the UAE’s lack of a global media platform for shaping global agendas and its increasing use of hard power in response to geopolitical threats which can negatively affect its image.展开更多
文摘The term“branding”is still contested when linked to nations;colleagues in Palestine would argue that the term“promotion”could be of a more positive impact;in fact,this paper will examine this issue as scholars automatically link“branding”to products,business,and trade.It is not easy to imagine the nation as a brand;a nation cannot re-make itself,like a company launching a new product.Branding a nation is inspired by its national identity which started to evolve with the evolution of the nation states;it heavily relies on people’s attachment to a shared land,shared history,shared language,shared culture,religion,clothing,behaviours,values,attitudes,or positions in dealing with internal and external variables.It is crucial to distinguish the identity for a nation which is usually done through studying the elements depending on which a nation promotes itself using public diplomacy.Public diplomacy is a soft power’s key instrument which we cannot ignore;in soft power,the narrative and the reality have to reflect each other.A nation’s identity is partly inherited from history and partly a continuing construction;there are aspects of national reputation which can be altered,for better or worse,by choice of actions,words,and images.Even the inherited parts of national reputation are open to revision as time goes by,states have gun a long way in their nation branding and Palestine cannot remain indifferent.This paper aims to address the importance of Palestinian national branding and to further shed light on how this could be done.Based on examples of other successful countries―case studies,the paper shall introduce a number of elements that shape a national identity;those elements are expected to inspire scholars and policy-makers in determining what is worth promoting in Palestine that would lead to successful branding of Palestine as a nation.In branding for Portugal,Cristiano Ronaldo,the soccer player was determined to be a national brand;the Portuguese chose to brand themselves with his initials CR7.Today,if you read,hear,or visit Portugal,you will find a lot related to CR7,whether we like soccer or not,CR became an attractive brand for his country.For their nation branding,Portuguese chose tourism,cuisine,culture,and sports rather than their history of conquering the world,and this paper will be inspired by this example and others.In Palestine,not much work had been put on nation branding;therefore,this paper will introduce the concepts and will try to examine how important it is for serving the national cause and the strategic national goals,in doing so,the paper will try to answer the following questions:What is nation branding?How is public diplomacy related to nation branding?Can public diplomacy replace nation branding?What is the image of Palestine and Palestinians abroad?How are we seen by others vs.how do we wish to be seen?Does Israel play a role in branding Palestine and Palestinians internationally?Is it important to consider a national brand/s for Palestine?What is the Palestine that we aspire to promote?
文摘Using the Soft Power 30 Index,this research focusses on assessing the soft power status of the United Arab Emirates(UAE)by exam-ining the elements of its soft power and potential challenges it may face in the future.This study conducts in-depth interviews with foreign diplomats and academics based in the UAE and Emirati diplomats and academics.These data are supplemented with primary and secondary data from governmental and inter-national agencies as well as media sources.The UAE’s case dem-onstrates that soft power can be consciously developed by any country regardless of its regime type,size,location,and religious or racial background by getting its domestic affairs in order.A country’s domestic success in governance,enterprise,culture,education and digital infrastructure leads to global attraction,which ultimately enhances the image of a country such as the UAE.It eventually creates opportunities for more global partner-ships and engagements in the areas of multilateralism,philan-thropy,peacebuilding,conflict resolution and event hosting.However,these efforts face the following challenges:the threat of widely diffused actions among public and private actors,the financial cost of soft power engagement and projections,the UAE’s lack of a global media platform for shaping global agendas and its increasing use of hard power in response to geopolitical threats which can negatively affect its image.
