ABSTRACT
Introduction Throughout history, nations have tried to assert power over each other mainly through the use of military force and economic sanctions – through what is called hard power. However, hard power is not the only measure of the status of a powerful country; nations have sought to connect with people of other nations by using social, cultural and political values, using what is called soft power, in order to influence them. Nation branding can be regarded as a technique for projecting soft power. As Ying Fan suggests, “nation branding can be used as an important tool in developing and maintaining a nation’s soft power” (Fan 2010, p. 100).
