The importance of nation branding and public diplomacy
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AMERICA'S "nation branding" and "public diplomacy" strategies to build its image have produced surprisingly spectacular results that place the United States as the world's No 1 brand despite strong waves of anti-Americanism due to its interventions in the Middle East since 9/11.
Alongside the success, US public diplomacy - particularly in the Middle East - has been criticised as a failure by Western and Arab media, and also by academics.
The US, nonetheless, remained the top global national brand last year, according to the influential Anholt-GfK Roper Nation Brands Index (NBI). The US wrested back the prime spot from Germany, which held the leading position in 2014.
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