Suchergebnisse

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Final thesis "Cultural Diplomacy and Nation Branding interface: the Case of Lithuania" was aimed to reveal the interaction of Lithuanian cultural diplomacy and nation branding activities and measures, and to propose strategy recommendations. To achieve this goal, several key challenges were raised: to analyze the relevance of internationalization of culture to the understanding of Lithuanian cultural policy makers and implementers; to explore the links between Lithuanian cultural diplomacy and nation branding and to explore the direction of Lithuanian cultural diplomacy in the context of the country's presentation abroad. While all aspects of the so-called soft power are more or less interrelated, two clear sources of this power are chosen as the subject benefiting modern states: a more traditional source - cultural diplomacy; and a newer, more streamlined source called nation branding. The master thesis examines the development and challenges of cultural diplomacy. Cultural diplomacy in this work is analyzed through the state image, or otherwise, the theoretical access to country branding and soft power. There were also two assumptions: Lithuanian cultural diplomacy is more focused on cultural exports than on constructing a country's image through culture; constructing of Lithuania nation branding is not consistent, which leads to the emergence of difficulties in forming cultural diplomacy. In the conclusion of the thesis, these assumptions were confirmed. Lithuania is currently at the beginning of the nation's branding development phase, and it is obvious that the tools of cultural diplomacy are indispensable for the successful presentation of the country abroad, for the constructing of favorable attitude of other countries and for the implementation of foreign policy goals. However, due attention is not paid to creating a country's image through culture. The most well-organized side of cultural presentation abroad is the export of culture, but not the aspects of cultural diplomacy: representation, networking, making the country more attractive. The current situation in Lithuania provides an opportunity to carry out only an overview work based on common practice, rather than strategic directions of state image formation through culture or other elements. Presented recommendations indicate that the most important elements of the nations's branding through culture could be a centralized cultural attaché management system, the creation of a harmonious link between country's economic, diplomatic and cultural goals in foreign countries, and centralized nation branding development management.

Final thesis "Cultural Diplomacy and Nation Branding interface: the Case of Lithuania" was aimed to reveal the interaction of Lithuanian cultural diplomacy and nation branding activities and measures, and to propose strategy recommendations. To achieve this goal, several key challenges were raised: to analyze the relevance of internationalization of culture to the understanding of Lithuanian cultural policy makers and implementers; to explore the links between Lithuanian cultural diplomacy and nation branding and to explore the direction of Lithuanian cultural diplomacy in the context of the country's presentation abroad. While all aspects of the so-called soft power are more or less interrelated, two clear sources of this power are chosen as the subject benefiting modern states: a more traditional source - cultural diplomacy; and a newer, more streamlined source called nation branding. The master thesis examines the development and challenges of cultural diplomacy. Cultural diplomacy in this work is analyzed through the state image, or otherwise, the theoretical access to country branding and soft power. There were also two assumptions: Lithuanian cultural diplomacy is more focused on cultural exports than on constructing a country's image through culture; constructing of Lithuania nation branding is not consistent, which leads to the emergence of difficulties in forming cultural diplomacy. In the conclusion of the thesis, these assumptions were confirmed. Lithuania is currently at the beginning of the nation's branding development phase, and it is obvious that the tools of cultural diplomacy are indispensable for the successful presentation of the country abroad, for the constructing of favorable attitude of other countries and for the implementation of foreign policy goals. However, due attention is not paid to creating a country's image through culture. The most well-organized side of cultural presentation abroad is the export of culture, but not the aspects of cultural diplomacy: representation, networking, making the country more attractive. The current situation in Lithuania provides an opportunity to carry out only an overview work based on common practice, rather than strategic directions of state image formation through culture or other elements. Presented recommendations indicate that the most important elements of the nations's branding through culture could be a centralized cultural attaché management system, the creation of a harmonious link between country's economic, diplomatic and cultural goals in foreign countries, and centralized nation branding development management.

Final thesis "Cultural Diplomacy and Nation Branding interface: the Case of Lithuania" was aimed to reveal the interaction of Lithuanian cultural diplomacy and nation branding activities and measures, and to propose strategy recommendations. To achieve this goal, several key challenges were raised: to analyze the relevance of internationalization of culture to the understanding of Lithuanian cultural policy makers and implementers; to explore the links between Lithuanian cultural diplomacy and nation branding and to explore the direction of Lithuanian cultural diplomacy in the context of the country's presentation abroad. While all aspects of the so-called soft power are more or less interrelated, two clear sources of this power are chosen as the subject benefiting modern states: a more traditional source - cultural diplomacy; and a newer, more streamlined source called nation branding. The master thesis examines the development and challenges of cultural diplomacy. Cultural diplomacy in this work is analyzed through the state image, or otherwise, the theoretical access to country branding and soft power. There were also two assumptions: Lithuanian cultural diplomacy is more focused on cultural exports than on constructing a country's image through culture; constructing of Lithuania nation branding is not consistent, which leads to the emergence of difficulties in forming cultural diplomacy. In the conclusion of the thesis, these assumptions were confirmed. Lithuania is currently at the beginning of the nation's branding development phase, and it is obvious that the tools of cultural diplomacy are indispensable for the successful presentation of the country abroad, for the constructing of favorable attitude of other countries and for the implementation of foreign policy goals. However, due attention is not paid to creating a country's image through culture. The most well-organized side of cultural presentation abroad is the export of culture, but not the aspects of cultural diplomacy: representation, networking, making the country more attractive. The current situation in Lithuania provides an opportunity to carry out only an overview work based on common practice, rather than strategic directions of state image formation through culture or other elements. Presented recommendations indicate that the most important elements of the nations's branding through culture could be a centralized cultural attaché management system, the creation of a harmonious link between country's economic, diplomatic and cultural goals in foreign countries, and centralized nation branding development management.

Nation branding is a new form of forming and managing the image of a country. A proper branding strategy can help ecountries gain international popularity. The State-level formation of Lithuania's image started thirteen years ago. Nevertheless, Government's efforts to brand Lithuania have been unsuccessful. Today the process of Lithuania's image formation has been suspended. The object of the research of the master thesis is the process of creation of Lithuania's image in the context of nation branding and the search for identity. The goal of the thesis is to analyse the newest concepts of Lithuania's nation brand and to envisage the complexity of problems for their implementation. The main tasks of the paper are: to ascertain the origins of nation branding and to define its significance in the global image policy, and how it is connected with identity and image; to explore specific characteristics and functions of nation branding; to highlight the advantages of nation branding to new countries; to explore the process of nation branding and to identify most common problems and mistakes; to explore the projections of Lithuanian identity and the present image of Lithuania; to analyse and compare recommendations and contradictions of Lithuanian brand books in the context of Lithuanian identity through the prism of the "brave country" idea and identification with a region; to prove that obstacles in the process of branding Lithuania are due to the absence of a clear perception of Lithuanian identity as well as faulty strategic management of the Nation branding process. Using the methods of scholarly literature analysis and document analysis, this paper draws the conclusion that today one of the biggest challenges in Lithuania are uncertainty on national identity and image, and lack of civil spirit in the perception of the country. The most frequently discussed pathways of the Lithuanian identity are those of the Baltic identity, the Grand Dutchy of Lithuania identity and the European identity. Nevertheless, Lithuania's image is not among the worst in the National Brand Intex; in the governance category Lithuania stands in the 28th position which is not far behind such countries like the USA, Poland or Czech Republic. In the category of immigration and investment, Lithuania stands in the 36th place, while according to the the tourism index Lithuania is in the 45th place. In the process of branding Lithuania several conceptual ideas emerged, the main being brave country on whose basis additional conceptual ideas thoughtful and reliable and lively and romantic were formed; however, the synonims of these definitions seem to be close or identical. Lithuanans are apt to identify themselves through such elements of identity like language or religion rather than political or economical ties; thus, the process of building Northern identity can be problematic. The same applies for the proposal of avoiding the associations with the Baltic identity which is significant for Lithuanians. Finally, the strategic management of the process of branding Lithuania is inefficient due to lack of coordination in using funds, low-quality institutional cooperation and absence of comprehensive dialogue with the society. The importance of this master thesis is that it seeks to take a profound look into the process of branding Lithuania, searching for reasons why the creation of Lithuanian nation brand has been ineffective. The conclusions made suggest that further research could be done on whether and how the situation changes after the Presidential elections in Lithuania.

Nation branding is a new form of forming and managing the image of a country. A proper branding strategy can help ecountries gain international popularity. The State-level formation of Lithuania's image started thirteen years ago. Nevertheless, Government's efforts to brand Lithuania have been unsuccessful. Today the process of Lithuania's image formation has been suspended. The object of the research of the master thesis is the process of creation of Lithuania's image in the context of nation branding and the search for identity. The goal of the thesis is to analyse the newest concepts of Lithuania's nation brand and to envisage the complexity of problems for their implementation. The main tasks of the paper are: to ascertain the origins of nation branding and to define its significance in the global image policy, and how it is connected with identity and image; to explore specific characteristics and functions of nation branding; to highlight the advantages of nation branding to new countries; to explore the process of nation branding and to identify most common problems and mistakes; to explore the projections of Lithuanian identity and the present image of Lithuania; to analyse and compare recommendations and contradictions of Lithuanian brand books in the context of Lithuanian identity through the prism of the "brave country" idea and identification with a region; to prove that obstacles in the process of branding Lithuania are due to the absence of a clear perception of Lithuanian identity as well as faulty strategic management of the Nation branding process. Using the methods of scholarly literature analysis and document analysis, this paper draws the conclusion that today one of the biggest challenges in Lithuania are uncertainty on national identity and image, and lack of civil spirit in the perception of the country. The most frequently discussed pathways of the Lithuanian identity are those of the Baltic identity, the Grand Dutchy of Lithuania identity and the European identity. Nevertheless, Lithuania's image is not among the worst in the National Brand Intex; in the governance category Lithuania stands in the 28th position which is not far behind such countries like the USA, Poland or Czech Republic. In the category of immigration and investment, Lithuania stands in the 36th place, while according to the the tourism index Lithuania is in the 45th place. In the process of branding Lithuania several conceptual ideas emerged, the main being brave country on whose basis additional conceptual ideas thoughtful and reliable and lively and romantic were formed; however, the synonims of these definitions seem to be close or identical. Lithuanans are apt to identify themselves through such elements of identity like language or religion rather than political or economical ties; thus, the process of building Northern identity can be problematic. The same applies for the proposal of avoiding the associations with the Baltic identity which is significant for Lithuanians. Finally, the strategic management of the process of branding Lithuania is inefficient due to lack of coordination in using funds, low-quality institutional cooperation and absence of comprehensive dialogue with the society. The importance of this master thesis is that it seeks to take a profound look into the process of branding Lithuania, searching for reasons why the creation of Lithuanian nation brand has been ineffective. The conclusions made suggest that further research could be done on whether and how the situation changes after the Presidential elections in Lithuania.

Nation branding is a new form of forming and managing the image of a country. A proper branding strategy can help ecountries gain international popularity. The State-level formation of Lithuania's image started thirteen years ago. Nevertheless, Government's efforts to brand Lithuania have been unsuccessful. Today the process of Lithuania's image formation has been suspended. The object of the research of the master thesis is the process of creation of Lithuania's image in the context of nation branding and the search for identity. The goal of the thesis is to analyse the newest concepts of Lithuania's nation brand and to envisage the complexity of problems for their implementation. The main tasks of the paper are: to ascertain the origins of nation branding and to define its significance in the global image policy, and how it is connected with identity and image; to explore specific characteristics and functions of nation branding; to highlight the advantages of nation branding to new countries; to explore the process of nation branding and to identify most common problems and mistakes; to explore the projections of Lithuanian identity and the present image of Lithuania; to analyse and compare recommendations and contradictions of Lithuanian brand books in the context of Lithuanian identity through the prism of the "brave country" idea and identification with a region; to prove that obstacles in the process of branding Lithuania are due to the absence of a clear perception of Lithuanian identity as well as faulty strategic management of the Nation branding process. Using the methods of scholarly literature analysis and document analysis, this paper draws the conclusion that today one of the biggest challenges in Lithuania are uncertainty on national identity and image, and lack of civil spirit in the perception of the country. The most frequently discussed pathways of the Lithuanian identity are those of the Baltic identity, the Grand Dutchy of Lithuania identity and the European identity. Nevertheless, Lithuania's image is not among the worst in the National Brand Intex; in the governance category Lithuania stands in the 28th position which is not far behind such countries like the USA, Poland or Czech Republic. In the category of immigration and investment, Lithuania stands in the 36th place, while according to the the tourism index Lithuania is in the 45th place. In the process of branding Lithuania several conceptual ideas emerged, the main being brave country on whose basis additional conceptual ideas thoughtful and reliable and lively and romantic were formed; however, the synonims of these definitions seem to be close or identical. Lithuanans are apt to identify themselves through such elements of identity like language or religion rather than political or economical ties; thus, the process of building Northern identity can be problematic. The same applies for the proposal of avoiding the associations with the Baltic identity which is significant for Lithuanians. Finally, the strategic management of the process of branding Lithuania is inefficient due to lack of coordination in using funds, low-quality institutional cooperation and absence of comprehensive dialogue with the society. The importance of this master thesis is that it seeks to take a profound look into the process of branding Lithuania, searching for reasons why the creation of Lithuanian nation brand has been ineffective. The conclusions made suggest that further research could be done on whether and how the situation changes after the Presidential elections in Lithuania.

Nation branding is a new form of forming and managing the image of a country. A proper branding strategy can help ecountries gain international popularity. The State-level formation of Lithuania's image started thirteen years ago. Nevertheless, Government's efforts to brand Lithuania have been unsuccessful. Today the process of Lithuania's image formation has been suspended. The object of the research of the master thesis is the process of creation of Lithuania's image in the context of nation branding and the search for identity. The goal of the thesis is to analyse the newest concepts of Lithuania's nation brand and to envisage the complexity of problems for their implementation. The main tasks of the paper are: to ascertain the origins of nation branding and to define its significance in the global image policy, and how it is connected with identity and image; to explore specific characteristics and functions of nation branding; to highlight the advantages of nation branding to new countries; to explore the process of nation branding and to identify most common problems and mistakes; to explore the projections of Lithuanian identity and the present image of Lithuania; to analyse and compare recommendations and contradictions of Lithuanian brand books in the context of Lithuanian identity through the prism of the "brave country" idea and identification with a region; to prove that obstacles in the process of branding Lithuania are due to the absence of a clear perception of Lithuanian identity as well as faulty strategic management of the Nation branding process. Using the methods of scholarly literature analysis and document analysis, this paper draws the conclusion that today one of the biggest challenges in Lithuania are uncertainty on national identity and image, and lack of civil spirit in the perception of the country. The most frequently discussed pathways of the Lithuanian identity are those of the Baltic identity, the Grand Dutchy of Lithuania identity and the European identity. Nevertheless, Lithuania's image is not among the worst in the National Brand Intex; in the governance category Lithuania stands in the 28th position which is not far behind such countries like the USA, Poland or Czech Republic. In the category of immigration and investment, Lithuania stands in the 36th place, while according to the the tourism index Lithuania is in the 45th place. In the process of branding Lithuania several conceptual ideas emerged, the main being brave country on whose basis additional conceptual ideas thoughtful and reliable and lively and romantic were formed; however, the synonims of these definitions seem to be close or identical. Lithuanans are apt to identify themselves through such elements of identity like language or religion rather than political or economical ties; thus, the process of building Northern identity can be problematic. The same applies for the proposal of avoiding the associations with the Baltic identity which is significant for Lithuanians. Finally, the strategic management of the process of branding Lithuania is inefficient due to lack of coordination in using funds, low-quality institutional cooperation and absence of comprehensive dialogue with the society. The importance of this master thesis is that it seeks to take a profound look into the process of branding Lithuania, searching for reasons why the creation of Lithuanian nation brand has been ineffective. The conclusions made suggest that further research could be done on whether and how the situation changes after the Presidential elections in Lithuania.

During the last decade, many countries have embarked on a transformational transition into the knowledge economy. Given the increased positive influence that this economy has on the political, economic and sociocultural spheres of a globalised society, the unevenness between technologically advanced and developing countries have become more pronounced. The current rise in the global brain drain, especially in technologically challenged countries, has significantly affected the competitiveness of those countries in terms of attracting a talented workforce to their shores. This syndrome has become a significant challenge for the Baltic States, with the mass emigration of skilled professionals. Although the governments in the Baltics have embarked on nation branding strategies to differentiate and market their states on a global basis, these are more geared towards stimulating exports and attracting foreign direct investment (FDI) from multinationals and other private investors. Nation branding can improve a country's global standing, image and reputation, ultimately influencing the amount of tourism and capital investment, as well as attracting a talented workforce. However, it is apparent that in the Baltic States, proactive measures such as nation "rebranding" are still needed to retain a talented workforce for longer in the region.

During the last decade, many countries have embarked on a transformational transition into the knowledge economy. Given the increased positive influence that this economy has on the political, economic and sociocultural spheres of a globalised society, the unevenness between technologically advanced and developing countries have become more pronounced. The current rise in the global brain drain, especially in technologically challenged countries, has significantly affected the competitiveness of those countries in terms of attracting a talented workforce to their shores. This syndrome has become a significant challenge for the Baltic States, with the mass emigration of skilled professionals. Although the governments in the Baltics have embarked on nation branding strategies to differentiate and market their states on a global basis, these are more geared towards stimulating exports and attracting foreign direct investment (FDI) from multinationals and other private investors. Nation branding can improve a country's global standing, image and reputation, ultimately influencing the amount of tourism and capital investment, as well as attracting a talented workforce. However, it is apparent that in the Baltic States, proactive measures such as nation "rebranding" are still needed to retain a talented workforce for longer in the region.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes. ; Kiekviena šalis siekia sukurti unikalų nacionalinį ženklą, rodantį jos identitetą ir įvaizdį, padedantį kitoms pasaulio šalims atkoduoti jos stiprybes ekonominiu, kultūriniu, politiniu ir kt. požiūriais. Šalies ženklodara yra vienas iš įvaizdžio formavimo ir vystymo procesų, o įvaizdžio tikslas – stimuliuoti eksportą, pritraukti turizmo srautus, investicijas ir sukurti teigiamą šalies suvokimą tarptautiniu lygmeniu. Šalies ženklodara svarbi ne tik šalies ženklui populiarinti išorėje, bet ir šalies gyventojų nuostatoms valstybės atžvilgiu formuoti, taip pat jos vidiniam įvaizdžiui ir jos reputacijai atskleisti. Kitaip tariant, šalies ženklodaros efektas yra dvilypis. Įvairių sričių mokslininkams ir praktikams labiau domintis šalies ženklodara, sąlygojami tarpdisciplininiai tyrimai, kurių rezultatai leidžia geriau suprasti šį fenomeną. Straipsnyje pagrindžiama idėja, kad nacionalinio įvaizdžio sukūrimas ir įtvirtinimas geopolitinėje erdvėje priklauso nuo šalies ženklodaros ir viešosios diplomatijos simbiozės, kuri, autorių nuomone, atskleidžia šių skirtingų procesų veikimą laiku ir komplementarumą.

Good state image ensures smooth integration into global market and international political system, helps to attract more foreign direct investments, tourists. It secures that country will gain the support of foreign countries and international organizations in solving various economic, political and security issues. In XXI century even small states are used to set a strategic goal of image forming in their national strategies and achieve this goal by using public diplomacy and nation branding. This paper aims to analyze the issues of contemprorary small states image forming by using public diplomacy and developing nation brand. Also main problems of Lithuania image forming are identified on the basis of comparative analysis of the cases of Lithuania, Estonia, Finland. The paper also contains the model of image forming and development of public diplomacy for Lithuania which was created on the basis of the comparative analysis of these three cases.