Studia Humanitatis (Apr 2017)
The role of public diplomacy in the promotion of the European Union brand
Abstract
In the current political and economic crisis, effective branding is able to improve the reputation of the EU, since the EU brand is based on such concepts as peace, abundance, prosperity, democracy, and freedom. The promotion of the EU brand to the external public is carried out by public diplomacy. The article analyses the actors and tools of public diplomacy of the European Union, the purpose of which is to enhance positive perception of the EU, to correct false stereotypes, to lobby the EU. Special attention is focused on projects of the EU Brand Centre, created specifically for the rebranding of the EU.
