Digital Branding As a Tool of Public Diplomacy of the DACH Group of Countries

Abstract

This article consists of discourse analysis and application of digital technologies in public diplomacy. The phenomenon of territory branding, its connection with public diplomacy in international relations, and how this practice was implemented by the largest German-speaking countries: the Federal Republic of Germany, the Republic of Austria and the Swiss Confederation are explored. Methodologically, scientific literature, mass media and materials of government organizations are used to analyze how certain subjects can use branding technologies. In conclusion, it is concluded that, although digital branding cannot solve problems by itself, it undoubtedly has an impact on interaction with foreign users, to a greater or lesser extent within the framework of public diplomacy.

Keywords

• lace marketing, public diplomacy, nation branding, dach countries