Public and cultural diplomacy in European cities and states’ branding

Abstract

Article “Public and cultural diplomacy in cities’ branding” is a try to set ideas of city diplomacy and idea of branding into theory of international relations. Also, analysis of two West-European and two East-European cities is a chance to analyze chances and threats that both states and cities can encounter during a process of brand building. The main questions that article is answering are “Can cities use their resources and connections to make public and cultural diplomacy?” and “What influence on that process has factor of being a city in post-soviet country or former Soviet Satellite state?” It can be said that cities are able to brand and rebrand itself and they are more flexible than states that cannot run away from some aspects of its identity. In case of difference between western and post-soviet states, the difference is none. In research, numerous rankings, articles and analyses were used as a primary sources in order to characterize how different are images of Italy, Germany, Hungary and Ukraine. Also, paper tries to determine, what is relation between states brand and branding of its cities.

Keywords

• international relations
• soft power
• cultural diplomacy
• public diplomacy
• city diplomacy
• nation branding
• city branding