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Nation branding and public diplomacy in Estonia
Novshadyan, Ani ; Riegl, Martin (advisor) ; Doboš, Bohumil (referee)
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...
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Environmental topics in nation branding: the case of Slovenia
Havlíčková, Marta ; Tomalová, Eliška (advisor) ; Váška, Jan (referee)
This thesis focuses on the approach of Slovenia to the promotion of the state abroad. It is a small country with two million inhabitants, suffering from poor visibility and being confused with Slovakia. Slovenia has decided to change this by creating a national brand. Positive perception of a country contributes to economic development of the state. It is also an ideal means by which small states can maximise their influence in the international arena. The thesis describes the gradual development of the national brand and its implementation. The thesis also describes the institutional background, the work being coordinated by the Government Office for Communication. Slovenia has succeeded in creating the brand of a green country with a quality of life for all. For a national brand to be successful, it must be based on real national priorities. In the case of Slovenia, ecology is also part of its domestic and foreign policy priorities. The monitored indicators show that Slovenia's environmental performance varies in different areas. In some areas Slovenia is a leader in the EU, in others, for example in transport, its performance is below average. The work concludes that the label is based on real foundations because some part of environmental policy is effective.
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Nation branding as an Instrument of Public Diplomacy
Plesníková, Martina ; Hejlová, Denisa (advisor) ; Švec, Kamil (referee)
This bachelor's thesis focuses on the topic of public diplomacy and nation branding. The aims of this thesis are to present current knowledge of the given topic in its historical, theoretical and empirical context, bringing the focus into the both concept's mutual relation and cohesion. The topic is examined on the base of a review and further comparative analysis. The study introduces a compendious treatise about the topic, reflecting the key contemporary knowledge in the field of nation branding and public diplomacy.
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Polish Public Diplomacy and its Transformations
Straka, Daniel ; Knutelská, Viera (advisor) ; Karlas, Jan (referee)
This diploma thesis is a case study focused on Polish public diplomacy as a tool of foreign policy and its changes between 2005 and 2019. The way how public diplomacy is exercised in the Polish case is significantly influenced by two factors - the size of the country or rather its influence and its geographic location, which is closely connected with particular societal, political and economic features with relation to the country's history. The aim of the thesis is to find out what are the foundations of polish public diplomacy, how it has been changed within the studied period and what it tells us about public diplomacy as a tool of foreign policy and the possibility of domestic actors to influence it. There is a deep cleavage between the two main political parties, which have alternated in government since 2005, and their preferences in domestic and foreign policy. Based on the outputs of Polish public diplomacy in four spheres - nation branding, cultural diplomacy, historical diplomacy and communication channels - and in organizational framework, the thesis analyses the interconnection between public diplomacy and foreign policy and also the strategy of Polish public diplomacy, taking into account the alternation of governing parties.
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Foreign tourism: a phenomenon of opening the Francoist regime
Patočka, Miroslav ; Tomalová, Eliška (advisor) ; Bauer, Paul (referee)
This bachelor's thesis deals with foreign tourism as a significant phenomenon of the Francoist regime. Despite its changing role throughout the regime, particularly manifested by a change of its propagandistic utilization in the early years towards the public diplomacy, tourism can be considered the most important instrument of soft power. It has been crucial not only for the economic development, but especially for the opening of Francoist Spain. Because of the interdisciplinary nature of tourism as such, this case study deals with a wide range of internal and international areas of economic, political and socio-cultural character, which had to be directly addressed by the tourism policies. The aim of this thesis is to study the impacts of foreign tourism and its state cultivation on the changes of the international status of Spain during the Francoist era. Its main focus will therefore be analysis of the development of tourism policies, linked to the concepts of visual promotion and structure of foreign tourists during this period. The study therefore concludes that the successful and extensive cultivation of foreign tourism, unique to the Franco regime, had significant impacts on legitimacy of the dictatorship in an international context. Foreign tourism has thus extensively contributed to the...
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Digital diplomacy and corporate identity of state administration of the Czech Republic
Gonšenicová, Jana ; Mikeš, Jiří (advisor) ; Peterková, Jana (referee)
This diploma thesis focuses on a very modern part of public diplomacy and state communication concerning digital technologies and online information transmission using Internet tools. Digital media is currently the most effective way for all countries to reach out to the general public and build their positive image. It is therefore necessary to underline the national identity as such, because it is key to effective foreign policy and the achievement of its goals. This is inevitably linked to the corporate identity, which is one of the most important tools for this purpose. The practical part is devoted to issues of corporate identity of the state administration and the Czech Republic abroad. The aim of this diploma thesis is to analyze individual visual styles and websites of ministries to point out that Czech digital diplomacy is characterized by a low level of strategic approach and coordination. Furthermore, there are additional recommendations for changes and proposals of own logotypes for ministerial departments and the official and the tourist logo of the Czech Republic.
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Poland as a brand (perception of Poland among young generation)
Mydlová, Michaela ; Tahal, Radek (advisor) ; Koudelka, Jan (referee)
The master thesis is focused on the perception of Poland as a brand among university students. The aim of the master thesis is an analysis of Poland in terms of image and identity of the country perceived by university students. The theoretical part is concentrated on nation branding as a key concept for building a nation brand. The practical part contains analysis of secondary data from rating indexes, researches about perception of Poland, national and media campaigns. The primary research included qualitative and quantitative methods to explore the perception of Poland, general image, stereotypes, opinions and attitude toward Polish products and services. The research was carried out among Polish and Czech university students.
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The Czech Republic as country of origin of products – concentrated on chosen segment
Naisarová, Jana ; Olšanová, Květa (advisor) ; Horáková, Miroslava (referee)
This thesis is divided into theoretical and application part. The theoretical part includes an introduction to subject of country of origin and terminology. The application part implements the discovered findings in the context of the Czech Republic and chosen segment. The essential objective of this thesis is introducing the concept of Country of Origin as one of the key elements defining consumer behaviour. Another goal is to find an attractive segment for successful branding of the Czech Republic, while drawing benefits from the use of the country of origin by companies. This thesis also analyses the impact of country of origin on the marketing strategies of selected companies and the image of the Czech Republic as country of origin of products in chosen segment. The output of this theses are adjustments recommendations of communication of the Czech Republic, as the country of origin of the goods of the chosen segment.
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Nation branding as a soft power building tool : the case of Germany
Felknerová, Petra ; Tomalová, Eliška (advisor) ; Jeřábek, Martin (referee)
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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