The diploma thesis deals with nation branding in the context of economic diplomacy and puts a special emphasis on Spain. The main purpose is to provide an answer to the following question: "Is the Spanish reputation-building project Marca Espaňa launched in 2013 beneficial for country's performance in economic diplomacy area and is it possible to observe any results despite a relatively short time period?" Chapter one concentrates on theoretical issues and apart from defining relevant basic terms it provides a theoretical relationship between the concepts of economic diplomacy and nation branding. Chapter two examines the Spanish system of economic diplomacy and nation branding and underlines their interconnection on the practical level. Chapter three analyses the contribution of the Marca Espaňa project to Spain's economic diplomacy and examines Spain's performance in nation branding, overall economic competitiveness and exports through a detailed analysis of various international ranking and official statistical data.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:203895 |
| Date | January 2014 |
| Creators | Šmahelová, Kateřina |
| Contributors | Peterková, Jana, Zemanová, Štěpánka |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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