Nation Brand: Soft Power and the Case of the United Arab Emirates

Know about the book -

Nation Brand: Soft Power and the Case of the United Arab Emirates is written by Amna Al Hammadi and published by Austin Macauley Publishers. It's available with International Standard Book Number or ISBN identification 9948766695 (ISBN 10) and 9789948766698 (ISBN 13).

For years, countries have been leveraging so-called 'soft power' to preserve their interests and ensure their significant presence in various societies, and in the process, building a strong and positive nation brand that has a respected position in the international arena. The establishment of alliances at state level and the expansion of soft power is now a fundamental tool for many nations to increase their influence and significant presence on the international stage, while enabling them to spread and secure their foreign policy and pave the way to attracting more allies. Today then, soft power has become an essential method of influencing minds, winning emotions and getting to grips with peoples' behaviour, social trends, and emotional tendencies.