Edited by Yasushi Watanabe
This chapter focuses on a specific soft power-related activity _ nation branding _ and provides explanations for the impact of this relatively new approach towards reputation on international politics. The authors start by demonstrating the link between nation branding and soft power. Subsequently, they provide two complementary explanations for nation branding. First, they conceptualize it as a communication process. They argue that this market-influenced approach to international relations has the potential to change the priorities of countries and to shuffle ‘low politics’ and ‘high politics’ issues. After showing the different views of nation branding provided by global indices, the authors situate nation branding as the perception of the countries by audiences. They posit that such an asset-based approach to public opinion has the potential to challenge the geopolitical security dilemmas. They conclude that nation branding and relevant indices highlight the role of low politics and soft power assets in leading a change in political agendas.
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