ABSTRACT
This chapter takes stock of the research on country image in the extant literature, and advances a relational and network research agenda for a richer understanding of nation branding practices in public diplomacy and a broader conceptual lens for international political communication. First, it compares country image, reputation, identity, and public diplomacy. It then outlines the key themes in recent literature on nation branding and image management. Lastly, it introduces the concepts and frameworks from the relational and network approaches in public diplomacy, as well as organizational ecology in organizational studies to the exploration of country image and branding.
