Nation branding as a soft power building tool : the case of Germany
| Název práce v češtině: | Nation Branding jako nástroj měkké moci státu. Případ Německa. |
|---|---|
| Název v anglickém jazyce: | Nation branding as a soft power building tool : the case of Germany |
| Klíčová slova: | nation branding, měkká moc, německá zahraniční politika |
| Klíčová slova anglicky: | nation branding, soft power, German foreign policy |
| Akademický rok vypsání: | 2012/2013 |
| Typ práce: | diplomová práce |
| Jazyk práce: | angličtina |
| Ústav: | Katedra mezinárodních vztahů (23-KMV) |
| Vedoucí / školitel: | Mgr. Eliška Tomalová, Ph.D. |
| Řešitel: | skrytý - zadáno vedoucím/školitelem |
| Datum přihlášení: | 09.10.2012 |
| Datum zadání: | 09.10.2012 |
| Datum a čas obhajoby: | 27.01.2014 00:00 |
| Místo konání obhajoby: | IPS FSV UK, U kříže 8/661 158 00 Praha 5 – Jinonice |
| Datum odevzdání elektronické podoby: | 05.01.2014 |
| Datum proběhlé obhajoby: | 27.01.2014 |
| Oponenti: | PhDr. Martin Jeřábek, Ph.D. |
| Kontrola URKUND: | |
| Zásady pro vypracování |
| Předpokládaná metoda práce
Ve své práci budu užívat empirické analýzy primárních a sekundárních zdrojů. Na základě stanovené hypotézy se pokusím zodpovědět nastolené výzkumné otázky. Za tímto účelem budu analyzovat odborné vědecké publikace a články, grafy, statistické údaje, využiji také dostupných elektronických informačních zdrojů včetně oficiálních webových stránek institucí. Pracovat budu především s německou a anglosaskou literaturou. Daná práce bude sestávat z deskriptivní a analytické části. V rámci deskripce nation branding teoreticky ukotvím. Ukážu, jakou pozici zastává v mezinárodních vztazích, zařadím ho do kontextu s veřejnou diplomacií, kulturní diplomacií a soft power. Představím také klíčové metody, strategie a nástroje, které nation branding využívá. V analytické části se pokusím ukázat jeho vliv na konkrétním případě. Snahou nebude nalezení obecnějšího fenoménu či vytváření abstraktních konstrukcí, ale spíše snaha o dosažení komplexního porozumění daného případu. Cílem bude téma analyzovat do hloubky a poskytnout detailní vysvětlení. Půjde tudíž o tzv. jedinečnou případovou studii. Jednou z hlavních charakteristik případové studie je její tematická či časová ohraničenost, jež daná práce splňuje. Jako obecný fenomén zde bude zkoumán nation branding jako nástroj zahraniční politiky státu pro budování softpower. Konkrétní případ bude představovat nation brandingová strategie užívaná v zahraniční politice Spolkové republiky Německo. Hypotéza a výzkumné otázky Předpokládanou hypotézou mé diplomové práce, kterou se během výzkumu budu snažit potvrdit, je: „Nation Branding je vhodným nástrojem uplatnění měkké moci. Pomocí nation brandingu jsou státy schopné pozitivně ovlivnit svojí percepci na mezinárodní scéně a zvýšit svojí přitažlivost. Důsledkem je bourání předsudků, ekonomický růst a zvýšení politického vlivu.“ Výzkumné otázky Má nation branding význam pro budování měkké moci? Lze měkkou moc měřit? Jakou pozici zastává nation branding v mezinárodních vztazích? Existují stále předsudky o Německu ve vnímání občanů jiných států? Jaké? Jakou roli hrála při německých sebepropagačních kampaních spolková vláda? Jaká byla reakce domácí a zahraniční veřejnosti na německé brandingové kampaně? Jací aktéři a jaké nástroje Německo pro účely brandingových kampaní použilo? Lišili se nějak? Podařilo se zapojit také nevládní aktéry jako zástupce průmyslu, obchodu, kultury apod.? Je prezentace Německa v zahraničí konzistentní nebo probíhá nekoordinovaně na více frontách? Zaznamenala Spolková republika po zahájení sebepropagačních kampaní nějaké změny (příliv zahraničních investic, turistů apod.)? Lze dokázat, že šlo o výsledky kampaně? Jak se liší německá strategie od strategií jiných států? |
| Seznam odborné literatury |
| III. Seznam použitých zdrojů:
Monografie k tématu či předpokládané metodě ANHOLT, S. (2003). Brand New Justice. The upside of global branding, Butterworth-Heinemann Oxford, 2003. ANHOLT, S. (2007). Competitive Identity (The New Brand Management for Nations, Cities and Regions), Palgrave Macmillan, New York DINNIE, K. (2008). Nation branding. Concepts, issues, practice, Butterworth- Heinemann, London HEALEY, M. (2008): Co je branding?, Praha, Slovart. HÜLSSE R. (2009). The Cat Power. Germany´s New Foreign Image Policy KELLER, K. L. (2007): Strategické řízení značky, Praha, Grada. KÖHLER, M., SCHÜSTER, K. (2006). Handbuch Regierungs-PR: Öffentlichkeitsarbeit von Bundesregierungen und deren Beratern, Vs Verlag Für Sozialw., Wiesbaden LEONARD, M. (2002). Public Diplomacy, The Foreign Policy, London MELLISEN, J. (2007). The New Public Diplomacy. Soft Power in International Relations, Palgrave MacMillan, New York NYE, J. (2004). Power in the Global Information Age: from Realism to Globalization, Routledge, New York NYE, J. (2004). Soft Power. The means to Success in Word Politics, Public Affairs, New York NYE, J. (1990). Bound to lead: The Changing Nature of American Power, Basic Books, New York OLINS, W. (2009): O značkách., Praha, Argo a Dokořán. PETERKOVÁ, J. (2008): Veřejná diplomacie, Plzeň, Vydavatelství a nakladatelství Aleš Čeněk. TAYLOR, D. (2007): Brand Management, Řízení značky, Plzeň, Computer press. TOMALOVÁ, E. (2008): Kulturní diplomacie. Francouzská zkušenost, IRR, Praha WHEELER, A. (2009). Designing Brand Identity: an Essential Guide for the Entire Branding Team, John Wiley & Sons, Inc., New Jersey Články ve sbornících, vědeckých časopisech a elektronické zdroje AAKER, D. A. (2003): Brand building (budování obchodní značky), Brno, Computer press. Cultural Diplomacy Outlook Report, 2011, online: http://www.culturaldiplomacy.org/culturaldiplomacynews/content/pdf/Cultural_Diplomacy_Outlook_Report_2011_-_04-01.pdf FAN, Y. (2009) – Branding the nation: towards a better understanding, on-line: (http://bura.brunel.ac.uk/bitstream/2438/3496/1/NB%20Towards%20a%20better%20understanding.pdf) EBERL, N. Germany powers ahead to World Cup Victory in Nation Branding, online: http://openpr.com/pdf/16287/Brand-Germany-powers-ahead-to-World-Cup-Victory-in-Nation-Branding.pdf FAN, Y. (2008). „Soft power: Power of attraction or confusion?.“ Place Branding and Public Diplomacy, Vol. 4, No. 2, p. 147 – 158. GREENWALD, A. (2010). “Soft power fallacy,“ Commentary Magazine,Vol. 13, No. 1 p. 75 – 80 GUDJONSSON, H. (2005): „Nation Branding“. Place Branding, Vol. 1, No. 3, p. 283 - 298 HAM, P. van (2001): The Rise of the Brand State. The Postmodern Politics of Image and Reputation. Foreign Affairs, Vol. 80, No. 5 MELISSEN, J. (2005). Wielding Soft Power: The New Public Diplomacy. The Hague, Netherlands Institute of International Relations Clingendael NYE, J. (2007): „Notes for a soft-power research agenda.“ In Power in Word Politics, edited by Berenskoetter, Felix – Williams, Michael J., Routledge: p. 162 – 172 OLINS, W. (2007). “Making a national brand.“ In The New Public Diplomacy. Soft Power in International Relations, edited by Mellisen, J., Basingstoke: Palgrave MacMillan., p. 169-179 KYRIACOU, S. H., CROMWELL, T., „The Concept and Benefits of Nation Branding.“ East- West Communications, on-line text: http://eastwestcoms.com/Concepts-and-benefits-of-nation-branding.htm TREVERTON, G., JONES, S. (2005). „Measuring National Power“, RAND Corporation, on-line text: http://www.rand.org/pubs/conf_proceedings/2005/RAND_CF215.pdf SZONDI, G. (2008): Public Diplomacy and Nation Branding: Conceptual Similarities and Differences (Discussion Papers in Diplomacy), Netherlands Institute of International Relations „Clingendael“, on-line: http://www.nbiz.nl/publications/2008/20081022_pap_in_dip_nation_branding.pdf Internetové zdroje: Brandchannel.com: http://www.brandchannel.com/features_profile.asp?pr_id=144 Branding Strategy Insider – The Branding of Nations: http://www.brandingstrategyinsider.com/2007/06/the-branding-of.html Culturdiplomacy.org: www.culturdiplomacy.org Futurebrand.com: www.futurebrand.com Nationbranding.info: http://nation-branding.info Nationbranding.de: http://www.nationbranding.de/ Oficiální stránky SRN: www.deutschland.de Oficiální stránky kampaně Du bist Deutschland: http://www.du-bist-deutschland.de/ Oficiální stránky kampaně Deutschland – Land der Ideen: http://www.land-der-ideen.de/node/514 Simon Anholt – Website: www.earthspeak.com Simon Anholt – Nation Brands Index: http://www.simonanholt.com/Research/research-introduction.aspx |
| Předběžná náplň práce |
| I. Introduction
Theme Every state struggles for power. The power represents the central point in the world politics and also an object of study (not only) in the field of international relations. There are many theories and concepts referring to power. The significant theory of power was introduced by Joseph Nye in 80´s. He distinguishes two kinds of power: hard power and soft power. In my thesis I will analyze the theory of soft power. While hard power uses military and economic means for coercion, soft power relies just on the ability to attract and to persuade. The soft power resources are based on values, culture, ideas, thoughts or opinions. The state builds its image and influences the foreign audience in order to become attractive. The pressure of globalization and increased mass media coverage in the last few years has forced states to focus on a strategic image building. States have been building their image for centuries. A lot of factors such as historical events, personalities or culture influence the image building. However, never before has there been so much attention paid to image formation. One of the important tools for soft power building is a nation branding. It is a quite new method used in foreign policy which extends into many fields such as marketing, PR, public diplomacy, culture diplomacy and international relations. In the same way as the companies create their image for customers, states struggle for the strong, credible and reliable brand which helps to reach a positive perception at international level (rectification or reputation, publicity stunt) and to gain a lot of benefits (inflow of foreign investment, arrival of foreign students, acquisition of new business partners etc). The purpose of this work is to introduce the concept of nation branding and his significance for soft power building. I will try to show, how the nation branding works in practice. For this purpose I will analyze the German nation branding campaigns. The thesis will be divided into four parts. The first part will be mostly theoretical. I will analyze the theory of soft power and the concept of nation branding in the framework of international relations. Then I will focus on strategies, tools, methods and theories with which nation branding works. Next chapters will be addressed to the particular case, which is the brand “Germany”. I will introduce German nation branding strategies at that point and their significance for the soft power building of Germany. In the last part of my thesis I will summarize the important facts and I will take a critical view. I will evaluate the practice of nation branding and I will try to prove that it is a useful tool for soft power building. I will also verify the statement that claims there were noticed some direct results in connection with the campaign (increase in foreign direct investments, acquisition of new business partners, growth of tourism, growth of foreign student’s number, workers, the change in perception of the state at the international level etc.) Furthermore I will analyze the German nation branding campaigns and I will try to find their outcomes. I will also introduce concrete outcomes and losses that were noticed. For this purpose I will measure the successfulness of the campaigns by using Anholt Nation Brand Index and Nation Brand Hexagon, I will also introduce the concept of rival identity. I will follow the theory of Joseph S. Nye for the purpose of determination the significance of the nation branding as a soft power tool. In the end I will draw the conclusion and lay down the recommendations. . Reasons given for the choice and the meaning of the theme In the last two decades the revolution in communicative technologies, in information technologies and the wave of democratization in the world have been running. Consequently the role of soft power in the foreign policy has become very significant. The choice of power building tolls made by states is a very interesting topic for research, which is in the literature often ignored. More attention is still paid to the hard power of the state. In the Czech academic literature nearly nobody is interested in this topic, although it is a current issue discussed in the whole world. That is also the reason, why I decided to address this topic. Assumed method of the research In my thesis I will use the empirical analysis of the primary and secondary resources. On the ground of the hypothesis I will try to find an answer to the research questions. For this purpose I will analyze the scientific publications and articles, graphs, statistic data and I will also use the electronic informative resources and official websites of the institutions. I will work mostly with English and German literature. The thesis consists of the descriptive and the analytical part. In the framework of the description I will introduce the theories. I will show what position the nation branding has in the international relations and I will compare it with public diplomacy, culture diplomacy and soft power. I introduce the key methods, strategies and tools with which the nation branding works. In the analytical part I will show the influence of the nation branding on the concrete case. I will not find the general phenomena or some abstract construction, but I will try to achieve complex understanding of the case. The aim is to analyze deeply the topic and thus provide a detailed explanation. It will be a unique case study. One of the main characteristics of the case study is that it is topic and time limited. This condition will be fulfilled in my thesis. The nation branding as a tool for soft power building will be studied as a general phenomenon. The nation branding strategies of the German foreign policy in the last 20 years will be examined as a concrete case. The hypothesis and the research questions The assumed hypothesis of my thesis, which I will try to confirm, is: “The Nation branding is a suitable tool for soft power building. The states are using the nation branding in order to influence positively their perception at the international scene and thus increase their attraction. The result lies in the breaking down the prejudices, economical growth and increase of political influence.” Research Questions: Is nation branding a significant tool for soft power building? Is it actually possible to measure soft power? Which position has nation branding in the field of international relations? Could we still find prejudices about Germany in the perception of other states? Which ones? Which role does the German government play in self-promoted campaigns? How did the domestic and foreign public react on the branding campaigns? Which actors and which tools did Germany use for the purpose of the branding campaigns? Did Germany notice some changes after the launching the campaigns? Is it possible to prove these changes? How do the German campaigns differ from the campaigns of other states? II. Assumed structure and outline of the dissertation Introduction • topic specification • methodology • literature • research questions, hypothesis Treatise • 1. Nation Branding as a part of the foreign policy • specification and terminology • its position and significance in the field of international relations Gudjonsson: nation branding versus culture diplomacy (absolutists, royalists, moderated) Mellisen, Leonard: nation branding versus public diplomacy Nation branding as a soft power tool, is it possible to measure soft power? (The theory of Joseph S. Nye) • the role of the government in the process of construction and managing of the brand • 2. Strategies, tools and theories of nation branding • methods and theories Anholt: the method of brand evaluation – Anholt Nation Brand Index – measurement of the brand successfulness Anholt: conceptualization of the brand: Nation Branding Hexagon, concept of competitive identity • marketing instruments – logo, slogan, advertisement • phases: the brand launching, aiming the audience, correction of the brand perception • criticism of the nation branding • 3. The Brand Germany – Analysis of the German Presentation in abroad • the history of the brand Germany • the main characteristics of the German branding strategy: elements, actors, tools, aims, imperfections, position in Nation Brand Index and Nation Brand Hexagon of the Germany • the comparison with branding campaigns of the other states (Great Britain, Japan, US) • analysis of German nation branding campaigns: Du bist Deutschland (2005), Deutschland – Land der Ideen (2005/2006), Land der Dichter und Denker, Made in Germany, outcomes, imperfections, implications for the perception of Germany at the international scene • 4. Evaluation of the using nation branding as a soft power tool in the foreign policy of Germany Conclusion • Summarization and evaluation of the researched facts • confirmation or disproval of the hypothesis and researched questions • outline of the development III. Bibliography: Monographs: ANHOLT, S. (2003). Brand New Justice. The upside of global branding, Butterworth-Heinemann Oxford, 2003. ANHOLT, S. (2007). Competitive Identity (The New Brand Management for Nations, Cities and Regions), Palgrave Macmillan, New York DINNIE, K. (2008). Nation branding. Concepts, issues, practice, Butterworth- Heinemann, London HEALEY, M. (2008): Co je branding?, Praha, Slovart. HÜLSSE R. (2009). The Catwalkpower. Germany´s New Foreign Image Policy KELLER, K. L. (2007): Strategické řízení značky, Praha, Grada. KÖHLER, M., SCHÜSTER, K. (2006). Handbuch Regierungs-PR: Öffentlichkeitsarbeit von Bundesregierungen und deren Beratern, Vs Verlag Für Sozialw., Wiesbaden LEONARD, M. (2002). Public Diplomacy, The Foreign Policy, London MELLISEN, J. (2007). The New Public Diplomacy. Soft Power in International Relations, Palgrave MacMillan, New York NYE, J. (2004). Power in the Global Information Age: from Realism to Globalization, Routledge, New York NYE, J. (2004). Soft Power. The means to Success in Word Politics, Public Affairs, New York NYE, J. (1990). Bound to lead: The Changing Nature of American Power, Basic Books, New York OLINS, W. (2009): O značkách., Praha, Argo a Dokořán. PETERKOVÁ, J. (2008): Veřejná diplomacie, Plzeň, Vydavatelství a nakladatelství Aleš Čeněk. TAYLOR, D. (2007): Brand Management, Řízení značky, Plzeň, Computer press. TOMALOVÁ, E. (2008): Kulturní diplomacie. Francouzská zkušenost, IRR, Praha WHEELER, A. (2009). Designing Brand Identity: an Essential Guide for the Entire Branding Team, John Wiley & Sons, Inc., New Jersey Articles from scientific magazines and electronic resources: AAKER, D. A. (2003): Brand building (budování obchodní značky), Brno, Computer press. Cultural Diplomacy Outlook Report, 2011, online: http://www.culturaldiplomacy.org/culturaldiplomacynews/content/pdf/Cultural_Diplomacy_Outlook_Report_2011_-_04-01.pdf FAN, Y. (2009) – Branding the nation: towards a better understanding, on-line: (http://bura.brunel.ac.uk/bitstream/2438/3496/1/NB%20Towards%20a%20better%20understanding.pdf) EBERL, N. Germany powers ahead to World Cup Victory in Nation Branding, online: http://openpr.com/pdf/16287/Brand-Germany-powers-ahead-to-World-Cup-Victory-in-Nation-Branding.pdf FAN, Y. (2008). „Soft power: Power of attraction or confusion?.“ Place Branding and Public Diplomacy, Vol. 4, No. 2, p. 147 – 158. GREENWALD, A. (2010). “Soft power fallacy,“ Commentary Magazine,Vol. 13, No. 1 p. 75 – 80 GUDJONSSON, H. (2005): „Nation Branding“. Place Branding, Vol. 1, No. 3, p. 283 - 298 HAM, P. van (2001): The Rise of the Brand State. The Postmodern Politics of Image and Reputation. Foreign Affairs, Vol. 80, No. 5 MELISSEN, J. (2005). Wielding Soft Power: The New Public Diplomacy. The Hague, Netherlands Institute of International Relations Clingendael NYE, J. (2007): „Notes for a soft-power research agenda.“ In Power in Word Politics, edited by Berenskoetter, Felix – Williams, Michael J., Routledge: p. 162 – 172 OLINS, W. (2007). “Making a national brand.“ In The New Public Diplomacy. Soft Power in International Relations, edited by Mellisen, J., Basingstoke: Palgrave MacMillan., p. 169-179 KYRIACOU, S. H., CROMWELL, T., „The Concept and Benefits of Nation Branding.“ East- West Communications, on-line text: http://eastwestcoms.com/Concepts-and-benefits-of-nation-branding.htm TREVERTON, G., JONES, S. (2005). „Measuring National Power“, RAND Corporation, on-line text: http://www.rand.org/pubs/conf_proceedings/2005/RAND_CF215.pdf SZONDI, G. (2008): Public Diplomacy and Nation Branding: Conceptual Similarities and Differences (Discussion Papers in Diplomacy), Netherlands Institute of International Relations „Clingendael“, on-line: http://www.nbiz.nl/publications/2008/20081022_pap_in_dip_nation_branding.pdf Internet Resources: Brandchannel.com: http://www.brandchannel.com/features_profile.asp?pr_id=144 Branding Strategy Insider – The Branding of Nations: http://www.brandingstrategyinsider.com/2007/06/the-branding-of.html Culturdiplomacy.org: www.culturdiplomacy.org Futurebrand.com: www.futurebrand.com Nationbranding.info: http://nation-branding.info Nationbranding.de: http://www.nationbranding.de/ Official website of Germany: www.deutschland.de Official website of the campaign: Du bist Deutschland: http://www.du-bist-deutschland.de/ Official website of the campaign: Deutschland – Land der Ideen: http://www.land-der-ideen.de/node/514 Simon Anholt – Website: www.earthspeak.com Simon Anholt – Nation Brands Index: http://www.simonanholt.com/Research/research-introduction.aspx |