Developments in the Middle East
Ali akbar Asadi; Mohammd Orf
Abstract
Given the serious limitations in the field of hard power, the development of soft power, including nation branding, is considered as one of the key priorities of small states such as Qatar. According to this matter, the question is, where does nation branding play a role in Qatar's foreign policy ...
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Given the serious limitations in the field of hard power, the development of soft power, including nation branding, is considered as one of the key priorities of small states such as Qatar. According to this matter, the question is, where does nation branding play a role in Qatar's foreign policy and national security? In this regard, the limitations and challenges of Qatar in terms of power and national security capacities, as well as its potentials, have been addressed to the country's overall approach and policies in the field of nation branding. The results of the study show that Qatari leaders have been able to achieve significant successes and achievements in the field of nation branding by focusing on six main areas, thus helping to improve the country's national power and security capacities. These areas include: political networking and crisis mediation; media branding with focusing on Al Jazeera; capacities and economic assistance as a support for branding; capacity building and cultural diplomacy; capacity development and sports diplomacy; strengthening and promoting the tourism sector. This article has been used as a descriptive - explanatory study of the six-dimensional conceptual model of Anholt to explain nation branding.
