‘NATION BRANDING AND PUBLIC DIPLOMACY: A GERMAN CASE STUDY’

Abstract

This study aims to provide research into nation branding and public diplomacy using Germany as a case study. It analyses the two elements in Germany and develops theories connecting nation branding and public diplomacy to benefit Germany’s national image. Although academic literature has analysed both, nation branding and public diplomacy, the two instruments have not yet been connected. This research is carried out in two stages: Firstly, it examines how nation branding and public diplomacy are being practised in Germany. A content analysis is used to examine data from Germany’s Ministry of Foreign Affairs, Bundestag and the broadcaster Deutsche Welle. Secondly, this paper is comparing Germany’s nation branding and public diplomacy with each other as well as connecting them to benefit Germany’s reputation in the international sphere. The gathered data shows that nation branding and public diplomacy are crucial for Germany to gain and exercise soft power in the international sphere. Additionally, four proposals are suggested, how Germany could connect the two instruments, to benefit its infrastructure and increase their positive national image. A main finding of this research is, that key aspects in nation branding and public diplomacy is communication and Germany should accelerate its digital advancements in order to communicate better in both instruments.