7: PD and nation branding: links and clashes. economization of foreign policy. Foreign image policy.

Question 1

what does economization mean?

Answer 1

acceptance for commercialization of politics and an introduction of public relations and marketings logics into foreign policy.

Question 2

under economization how is state seen?

Answer 2

as a competitor on the lobal market

Question 3

how are relations betwe states seen?

Answer 3

competition between companies,operating globally

Question 4

what does country branding do?

Answer 4

along with concept of economization of foreign policy, country branding makes the countries recognizable, by the products, manufacture, places, politics people themmselves

Question 5

what is an image of the country

Answer 5

set of country’s features, making it recognizable and allowing for a judgment on the country

Question 6

why is image important?

Answer 6

created in public sphere
relevant for int identity of states and int perceptions
positive image allows for acceptance by int community and for achieving goals of foreign policy

Question 7

what is a nation brand?

Answer 7

positive values, associated with the country, resulting in pos attituted towards it
Olins: organisation, product, service with personality
branding: reshang the brand, rebranding: mix of intentional and unintentional. Mega Brands: US Japan Germany, Italy, Switzerland, Frnace

Question 8

some corners of nation brand hexagon by anholt

Answer 8

tourism, people, cultural heritage, export: country of origin effect, politics: foreign and domestic policy, investments and immigration

Question 9

top three NBI

Answer 9

Japan Germany Canada

Question 10

Arnholt’s good country index

Answer 10

For more than 15 years, the annual Anholt-Ipsos Nation Brands Index (NBI) study has measured perceptions of nations around the world.

Question 11

write about new public diplomacy and branding

Answer 11

achieving a positive image of the country main aims of public diplomacy
first step: branding for int visibility
making it recognizable by pos values of the poeple, places, products politics
pd seen wider than branding in defining its goals, long term and relational

Question 12

by who are public diplomacy and branding implemented? and why?

Answer 12

implemented by the governments in order to achieve a status of a normal country (credibility as a currency of soft power (Nye)

Question 13

examples of PD and branding to achieve status of normal counry

Answer 13

Poland: normal Eu country vs ex communist
finland normal (north euorpean country solves problmes) vs exotic and remote
Germany and Japan: normal at first as vicil powers than as big powers
Russian Federation a normal superpower

Question 14

what is the symmetric public relations model?

Answer 14

goal: mutual understanding, communication: twoways (balance), people to people (p2P) messages created on the base of research and surveys; evaluation of the level of understanding

Question 15

example of international PR strategies

Answer 15

(nternational) media relations
media monitoring events management Public Affairs, lobbying, public opinion polls, “image” surveys , e-PR (digital diplomacy), issues and crisi management

Question 16

how can foreign image policy be understood?

Answer 16

as branding or a tool of economized foreign policy, aimed at creating images of hte country abroad, re-shaping its brands and including the country-of-origin-effect. a case: Poland Come and Complain