NATIONAL BRANDS AS A TOOL OF EUROPEAN COUNTRIES' SOFT POWER

Аннотация

This article deals with "National brands as a tool of European countries' soft power". Above we will discuss about it. KEYWORDS: Brands, economy, finance, country, beyond, during. INTRODUCTION international politics to restore global hegemony. For Nye, this is soft power. Soft Soft power and competitive country brand of power is a new and different face of power and countries are one of the important it is more effective and useful than hard power components of public diplomacy. Countries (Windsor, 2000: 51). The impact of hard with effective country brand can also carry out power, based on military and economic effective public diplomacy activities. The power, has not completely disappeared. Smart concept of soft power was first used in 1990 by power has emerged in the age of information the American Political Scientist Josesph Nye. In and communication, a new kind of power that his article, Nye focuses on how America will combines soft and hard power. Countries have rebuild the hegemonic power of the unipolar to constantly renew themselves in the global world after the Cold War. The debate has been competition. Countries have developed tools shaped around the question of ‘how power and strategies that will make themselves has changed in international relations’ (Nye, superior to in global competition. The most 1990: 152). According to Nye, the American important of these tools are the country's soft strength on the world is less than the Second powers and the country's brand. Positive World War, 1970s and 1980s, despite the images of the countries provide investment, Soviet threat being lifted from the world (Nye, tourism and security to the countries. In this 1990). In this context, the United States needs context, the country brand has become an a new form of politic and powers in “NATIONAL BRANDS AS A TOOL OF EUROPEAN COUNTRIES' SOFT POWER” P age 59 | 4 important tool of soft power. The brand values them at home and abroad), and its foreign and soft powers of the countries directly affect policies (when they are seen as legimate and each other. Countries with high brand value having moral authority.) (Nye, 2004: 12). also have effective soft power at the same Culture contains the whole of the values and time. 2. Soft Power Better understanding of practices produced by a society. When a soft power is necessary to know what the country’s culture includes universal values and concept of power as a political tool is and what its policies promote values and interests that constitutes it. Then we can ask, what is power? others share, it increases the probability of According to Nye; “Everyone depends on obtaining its desired outcomes because of the power and talk about it, but few understand it. relationships of attraction and duty that it Just as formers and meteorologists try to creates. Narrow values and parochial cultures forecast the weather, political leaders and are less likely to produce soft power. The soft analysts try to describe and predict changes in power of the United States benefits from the power relationships. Power is also like love, capacity of the United States to produce easier to experien ce them to define or universal cultural values. According to Nye, measure, but no less real for that” ( Nye, 2004: American soft power is more than military and 1). In generally power means having the economic power (Nye, 2004: 12; Brazanszki, capabilities to affect the behavior of others to 2005). Some analysts make the mistake of make those things happen. So more treating soft power simply as popular culture: specifically, power is the ability to influence in other words, they confuse the cultural the behaviors of other get the outcomes one resources with the behavior of attraction. For wants ( Nye, 2004: 2). But there are several instance, historian Niall Ferguson describes ways to affect the behaviors of others. You can soft power as “non-traditional forces, such as coerce them with threats; you can induce cultural and commercial goods” and then them with payments; or you can attract and dismisses it on the grounds that “it’s, well, co-opt them into want what you want ( Nye, soft” (Pallewer, 2011: 95). Other sources of 2004: 2). Soft power uses second choose. The soft power is political values. Sometimes ability to affect what other countries wants countries enjoy political clout that is greater depend to be associated with intangible power than their military and economic weight would sources such as culture, ideology and suggest because they “define their national institutions (Nye, 1990: 167). Hard power and interest to include attractive causes such as soft power that interact, reinforce and economic aid or peacemaking”. For example, sometimes overlaps (Pallever, 2011: 99). in the past two decades Norway-a “marginal” There are different understandings about soft country at the international level-has taken a power, and particularly, about the relationship hand in peace talks in the Philippines