Original title: Budování národní značky a veřejná diplomacie v Estonsku
Translated title: Nation branding and public diplomacy in Estonia
Authors: Novshadyan, Ani ; Riegl, Martin (advisor) ; Doboš, Bohumil (referee)
Document type: Master’s theses
Year: 2020
Language: eng
Abstract: The aim of this thesis is to discuss the concepts of public diplomacy and nation branding, find the link between them, and examine their effect on the economic development in Estonia. This thesis provides a thorough overview of relevant liter- ature on NB and PD. To dive into the practical part of nation branding it discusses the case of globally accepted, effective NB initiatives of Singapore. Moreover, it discusses Estonian's NB campaigns and four main instruments of PD and con- ducts economic analysis to examine the effects of NB and PD in Estonian economy from building credibility and international awareness points of view. To make the economic analysis more valuable and visually comprehensible, all discussed mi- croeconomic and macroeconomic indicators are captured for all three Baltic states (Estonia, Latvia, and Lithuania). Both qualitative and quantitative methodolo- gies are used to answer the research question and hypotheses. The study found that NB and PD in Estonia positively affect the reaffirmation of national identity, facilitate business development, and increase international visibility which in turn ensures economic development in the country. Even though various other play- ers and factors are involved in the process of economic development, effectively designed NP and PD could...
Keywords: Building Credibility; Economic Development; Gaining Attention; Nation Branding; National Identity; Public Diplomacy; Technological Innovation

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/126460

Permalink: http://www.nusl.cz/ntk/nusl-447064


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Master’s theses
 Record created 2021-07-11, last modified 2023-12-24


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