Nation branding blízkovýchodních států na příkladu Saúdské Arábie

• Název práce v češtině: Nation branding blízkovýchodních států na příkladu Saúdské Arábie
• Název v anglickém jazyce: Nation Branding of Middle East Countries: The case of Saudi Arabia
• Klíčová slova: Saúdská Arábie, nation branding, Blízký východ, Vision 2030, státní značka, měkká síla, rebranding, strategická komunikace, reputace, image
• Klíčová slova anglicky: Saudi Arabia, national branding, Middle East, Vision 2030, national brand, soft power, rebranding, strategic communication, reputation, image
• Akademický rok vypsání: 2020/2021
• Typ práce: diplomová práce
• Jazyk práce: čeština
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Štěpán Soukeník, M.A., Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 17.09.2021
• Datum zadání: 17.09.2021
• Datum a čas obhajoby: 15.09.2022 08:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H012, 12, Hollar - místn. č. 012
• Datum odevzdání elektronické podoby: 29.07.2022
• Datum proběhlé obhajoby: 15.09.2022
• Oponenti: Mgr. Anna Shavit, Ph.D.

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Předběžná náplň práce

Změna image státu je komplexní proces, který vyžaduje dlouhodobé strategické úsilí. Státní značky jsou ovlivňovány širokými vnějšími vlivy, které mohou způsobovat i negativní image nebo stereotypizaci. V kontextu států se často hovoří o nation rebrandingu, který se snaží o redefinici obecně vnímané image. Image státu je nicméně velmi zakořeněná a není možné ji změnit jen marketingovými nástroji a komunikací a je třeba jasných změn a politických aktivit, které vytvoří silný komunikační základ pro tvorbu nation brandingové strategie. Státy, které mají obecně s reputací problém, mají často nedemokratické státní uspořádání a růst jejich značky bývá limitován. Blízký východ se často potýká s negativní image a stereotypizací. Zároveň ale věnuje nation brandingu velkou pozornost, úsilí a rozpočty. Saúdská Arábie svou nation rebrandingovou strategii zahájila představením dokumentu Vision 2030, který je plánem celkové společenské a ekonomické transformace země. Cílem práce je zjistit míru multidisciplinarity nation brandingu v kontextu Saúdské Arábie skrze kombinaci kvantitativní analýzy nation brandingových indexů a polostrukturovaných expertních rozhovorů. Nation branding Saúdské Arábie zaznamenal mírný růst, značnou profesionalizaci i první strategické úspěchy dokumentu Vision 2030. Práce nicméně detekuje faktory, které mají na image a státní značku negativní vliv. Ačkoliv některé z nich nejsou komunikací adresovány, v ekonomických a sociálních ohledech je transformace s komunikací velmi provázána a jednotlivé změny a reformy vytvářejí zásadní komunikační příležitosti. Saúdská Arábie ale nadále čelí krizovým momentům a kritice a bez jasných odpovědí na tyto zdroje negativní reputace nebude možné státní značku nadále posilovat.

Předběžná náplň práce v anglickém jazyce

Changing a country's image is a complex process requiring long-term strategic effort. Nation brands are influenced by a wide range of external influences possibly causing negative images or stereotyping. Thus, regarding states, rebranding is often used to redefine the generally perceived image. Nonetheless, the image of a state is deeply rooted and cannot be changed by marketing tools and communication alone. Noticeable changes and policy actions are needed to create a strong communication basis for the development of a nation branding strategy. Countries generally having reputation problems are often non-democratic and the growth of their brand tends to be limited. The Middle East frequently faces negative image and stereotyping. At the same time, nation branding receives vast attention, effort and budgets there. Saudi Arabia launched its nation rebranding strategy by presenting the Vision 2030 document. This paper aims to determine the extent of nation branding multidisciplinarity in the Saudi context. A combination of a quantitative analysis of national branding indexes and semi-structured expert interviews is chosen. Nation branding in Saudi Arabia has experienced moderate growth, considerable professionalization, and the first strategic achievements of the Vision 2030 plan. On the contrary, factors negatively impacting the image and the nation brand are detected. Although some of them are not addressed within communication, transformation is very much intertwined with communication, and implemented changes and reforms create major communication opportunities and challenges.