Nation Brand : Soft Power and the Case of the United Arab Emirates

For years, countries have been leveraging so-called 'soft power' to preserve their interests and ensure their significant presence in various societies, and in the process, building a strong and positive nation brand that has a respected position in the international arena. The establishment of alliances at state level and the expansion of soft power is now a fundamental tool for many nations to increase their influence and significant presence on the international stage, while enabling them to spread and secure their foreign policy and pave the way to attracting more allies. Today then, soft power has become an essential method of influencing minds, winning emotions and getting to grips with peoples' behaviour, social trends, and emotional tendencies.

Author: Amna Al Hammadi

Publisher: Austin Macauley

Publication Date: Feb 28, 2024

Number of Pages: NA pages

Language: English

Binding: Paperback

ISBN-10: 9948766709

ISBN-13: 9789948766704