Defining Nation Branding in Middle Power Public Diplomacy

Geopolitics have consistently evolved since the Cold War, and have given rise to a large number of nations which ascribe to a status referred to as a ‘Middle Power’. These nations, South Africa, South Korea, Canada and Australia among them, have attained a level of stability, ingenuity or leadership in a certain domestic sectors, which enable them to compete with superpowers such as the United States and China. However, these nations are still dealing with internal or international development in other facets.


One way in which middle powers can attempt to assert themselves against conceptions of inferiority is nation branding, or the process of acutely strategizing information, products and practices that positively affect how other countries view them. These branding strategies are oftentimes synonymous with other diplomatic or public diplomacy efforts.


In my opinion, nation branding retains the ability to be classified as or synonymous with public diplomacy only if it meets certain conditions. If the intention behind the nation brand is to advance a state’s foreign policy agenda (whether that be through multilateral partnerships, soft power strategies, economic ties, etc.) then I believe it should be considered an arm of public diplomacy, as it does assist in the control over image, message and attractiveness of a state.  Ideally, the nation brand reflects an accurate depiction of the country. When this image is not depicted correctly, there can be disagreements from such parties as the foreign public, the international media or the domestic public.  This is exemplified in the Brand Kenya campaign, where Kenyan nationals are shown to not have a high level of patriotism due to internal conditions like importation, violence and corruption.


What I do not believe is public diplomacy is when a national branding strategy is created for purely commercial purposes. Within this context, nation branding is more closely related to propaganda or advertising, as there is not always the guarantee of legitimacy or credibility behind the image or message and there may not be ample space for dialogue within the strategy. Association is also a factor. Brand Kenya, although a legitimate nation brand, was crafted by PR firm Interbrand Sampson, which also has commercial products such as AT&T and Wrigley in their repertoire. Eytan Gilboa reflected on this when he noted that nation brands must be prepared to be very flexible with their product, as public diplomacy is a fluid process.


I think it is also crucial to consider intention of nation branding strategies that do not have foreign policy goals besides increasing international recognition and attractiveness. Popularity in the international arena is not public diplomacy because it should not be an end in itself, but rather a means to an end of specific foreign policy objectives.


It may be easy for a ‘middle power’ to consider their nation branding strategy a form of public diplomacy, despite the fact there are purely commercial entities conducting it. As is also described by Gilboa, middle powers are characteristically strapped for resources in public diplomacy, yet must constantly strive to remain sustainable and influential within their sector, lest succumb to the fluidity of the geopolitical sphere.