The aim of this course is to examine nation branding within the framework of public diplomacy, soft power, country reputation, cultural representation, and strategic communication. The course aims to discuss how nations are perceived by international publics and how such perceptions are constructed through historical, cultural, political, and communicative elements. Nation branding is approached not merely as a promotional or marketing activity, but as a multilayered communication practice related to identity, image, representation, reputation, and foreign policy processes. Students are expected to analyse nation branding strategies through different country cases and critically evaluate their cultural, ethical, and political implications.

This course covers the historical development of nation branding, its main theoretical approaches, and its relationship with public diplomacy. Country image, national identity, cultural diplomacy, soft power, reputation management, strategic communication, media representations, and digital platforms constitute the main areas of discussion. Through different country cases, the course examines how nations construct brand value through culture, tourism, education, media, foreign policy, and digital communication tools. Throughout the course, the relationship between nation branding, economic competitiveness, cultural representation, international visibility, and perception management is critically evaluated.