The United Arab Emirates has embarked on an all-out effort to broaden its regional influence and achieve global acceptance of its autocratic definition of terrorism that encompasses all non-violent, legitimate expressions of political Islam.

Many of the funds will be used for soft-power initiatives to cultivate “pro-Japan” foreigners, such as supporting Japan studies at universities and setting up “Japan House” centers to promote the “Japan Brand.”

Myriam Gómez, the Executive Director of Fundación Imagen de Chile, which promotes Chile overseas, talks about the significance of country branding in today’s competitive world.

To survive in the competitive global market, nations are engaging in “nation branding”, and the concept is increasingly becoming a priority for many governments. It encompasses marketing techniques and strategies that a nation uses to improve, enhance and strengthen its image and reputation globally.

Nation-branding isn’t a new thing. But the pervasiveness of social media has allowed governments to take ownership of their own social feeds and engage in niche and real-time conversations online, with most countries’ governments having dedicated social media accounts on Twitter and Facebook.