Nation Branding jako nástroj měkké moci státu. Případ Německa.

Felknerová, Petra

This master thesis deals with the concept of nation branding and its application in German domestic and foreign policy as a soft power building tool. Nation branding is quite a new concept in the international relations that extends into many fields like public diplomacy, cultural diplomacy, marketing or public relations. With its assistance, states create a positive image which they promote to the foreign public in order to become more attractive and competitive at the international level. The thesis is divided into two parts. The first part creates a theoretical background for the analysis. It concentrates on defining the position of nation branding in the field of international relations and introduces the theory of competitive identity. The second part analyses the German nation image building while using the theory of competitive identity. Germany manages its image in two ways - via nation branding campaigns and via six dimensions of its competitive identity. Both ways as well as the German brand as a whole are properly analyzed and simultaneously their strengths and weaknesses are identified. The final part of the thesis summarizes the most important findings and draws the conclusion.

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