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Branding The Country Is A New Concept Of Public Diplomacy

Posted on:2014-02-18Degree:DoctorType:Dissertation
Country:ChinaCandidate:W ShenFull Text:PDF
GTID:1226330434974245Subject:Sino - American Studies
Abstract/Summary:PDF Full Text Request
The Dutch scholar Peter Van Ham in "Foreign Affairs",2001, talks about the concept-"Globalization and Media Revolution have made each state more aware of itself, its image, its reputation, its attitude. In short, it’s Brand." The traditional diplomacy of yesteryears is disappearing. To do their jobs well in the future, politicians will have to train themselves in brand asset management. Brand state will compete not only with themselves but also with super brands.The image of a nation is an abstract idea or concept, yet it can also serve as a stereotype. So how can a nation enhance its image? This dissertation employs quantitative analysis to objectively examine China’s national image as perceived by the American and the British people. Content concerning China-related issues reported in the New York Times (US) and the Times (UK) from May2007to May2012, has been rated for quantitative analysis purpose. A National Image Conversion Map and National Image Map of China are produced to capture the image perception by these two British and American mainstream media powerhouses. Furthermore, data from this time period was used to compare the change in China’s national image perception, before and after hosting events such as the2008Beijing Olympics, the2009"Made in China" ad campaign, the2010World Expo in Shanghai, and the2011broadcast of China’s promotional advertisement in New York’s Times Square. This might serve as references for building the China Brand State.This dissertation constructs a" Heptagon Model" that presents a comprehensive national image of a country. Utilizing seven Indexes, namely NBI Index, CBI Index, CPI Index, GCI Index, InterBrand Index, BrandZ Index, and Media Variable Factors that rate media activities within and outside the country, this models demonstrates the inter-relationships among these indicators and examines the national image of a country.A country’s national image involves the multiple facets of public diplomacy, international broadcasting, Political marketing and national branding. The National Image Conversion Map and National Image Map of China are created and are used to cross-examine China’s national image between the two countries. This dissertation attempts to point out the strengths and shortcomings in China’s previous efforts in branding the country and provides suggestions for improvements.
Keywords/Search Tags:Public Diplomacy, Political Marketing, Brand CountryNational Image, Soft Power, NBI Index, CBI Index, InterBrand Index, BrandZ Index, GCI Index, CPI Index
PDF Full Text Request
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