In my thesis I will compare the public diplomacy and national branding of the Czech Republic and Switzerland. The goal of the thesis is to define, explore and evaluate these fields for both countries. This paper will focus on identifying different aspects of nation branding in these two countries and will aim to evaluate the strategy and sketch the recommendations. The thesis is divided into 3 parts. In the first part the author defines and describes public diplomacy as general term. The second part is dedicated to the public diplomacy of small and medium states. The last chapter focuses on the comparison of public diplomacy and nation branding of the Czech Republic and lesson that could be learned from Switzerland. The goals of this chapter are as follows. To compare aspects and specifics of these two states and evaluate specific activities developed by governments to improve the perception of their country by the foreign public.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76358 |
| Date | January 2009 |
| Creators | Dvorská, Jana |
| Contributors | Peterková, Jana, Trávníčková, Zuzana |
| 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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