Diplomatic communication and the country brand: strategic tools in foreign economic policy in the era of globalization [Articol]

Abstract

Purpose of the article: The purpose of this paper is to highlight the importance of diplomatic communication and the national brand as strategic tools for foreign economic policy, in the context of globalization and world wide competition. The main objective is to examine how economic diplomacy, international marketing, and national image work together to promote the economic interests of states. Methodology: The article is written using a theoretical-analytical approach. This is supported by a comparative analysis of specialized literature and case studies taking place with in the European space. The strategic communication tools that states use in public and economic diplomacy are analyzed, as well as how they affect investment and commercial attractiveness. Conclusions: The research results show that diplomatic communication combined with a coherent national branding strategy increases international visibility, encourages investment, and facilitates entry into global economic networks. In the absence of these instruments, foreign economic policy risks remaining fragmented and less competitive. Originality: The article combines theories of international economic relations with the tools of international marketing and diplomatic communication. Originality involves highlighting the national brand as an instrument of economic communication in a globalized world.