EMPLOYING NATION BRANDING AND PUBLIC DIPLOMACY: STRATEGIES FOR PAKISTAN

Abstract

In the 21st century, states use nation-branding techniques to safeguard their national interests. They employ public diplomacy strategies to maintain their international image. Through branding techniques and public diplomacy strategies, nations can build a positive image among the committee of nations. It is argued in this paper that the international image of Pakistan is required to be improved, and there is a need to shun the notion of negative characteristics associated with terrorism, religious extremism, Talibanization, and allegedly branding as a failed state. There is also a need to study the mindset for conducting various surveys about Pakistan’s image and its sponsors. The main argument of this research work is that Pakistan has all the variables required for nation branding and building positive public perception. To improve its international image, Pakistan has to adopt innovative nation-branding techniques and public diplomacy strategies. Bibliography Entry Kayani, Saima Ashraf, and Muhammad Saif ur Rehman. 2022. "Employing Nation Branding and Public Diplomacy: Strategies for Pakistan." Margalla Papers 26 (1): 34-46.

Keywords

• Pakistan
• Nation Branding
• International Image
• Public Diplomacy
• Soft Power