By investing in a sporting event the magnitude of the FIFA World Cup as part of its public and cultural diplomacy exercise, South Africa was able to promote the country’s passion for an international game and to portray South Africa as a hospitable nation and host to the world.

...a wide adoption of .ng by Nigerians shall constitute a good tool in the effort to project the good people of Nigeria and the nation, noting that, “The ‘bad image’ war will be won on local and international fronts when institutions of government; credible, real and legal persons and entities in Nigeria, adopt the use of the .ng, not just from a consumerism perspective, but by generating Nigerian content on the Internet.”

In a couple of recent postings I have tried to elaborate the notion of a nation brand, to identify some of the salient issues surrounding the relationship between public diplomacy and branding, and to illuminate the more subtle distinctions. In this entry, I would like to drill down further into each of these, and several related issues.

Ukraine is still being referred to as a country “between Europe and Russia” not only in ordinary public discourse and media but by top officials and diplomats, those in the US, EU and Russia, first and foremost, but also in Ukraine itself. Why there is such an “in-betweenness”, two decades after the end of the Cold War?

In a couple of recent postings I have tried to elaborate the notion of a nation brand, to identify some of the salient issues surrounding the relationship between public diplomacy and branding, and to illuminate the more subtle distinctions.

Turkey's recent activism in major regional issues is symbolic of its neo-Ottomanism, which is the essence of its new ideological approach to foreign policy. Turkey has risen to global prominence as a major Muslin state in the Middle East. But there is little evidence so far to suggest that Turkey's influence can spread beyond this sphere.