ABSTRACT
This chapter presents the longer term implications for both Responsibility to Protect (R2P) and Protection of Civilians (POC). It discusses some key elements of the branding literature and how it may be applied to the case of international policies. R2P has developed or spawned three distinct advocacy non-governmental organisations (NGOs), an academic journal, traction in the international academic and western policy literature, whereas POC has been subject to fewer promotion activities. In the international policy arena the net of potential 'branders' is much wider. In the case of R2P and POC the target audience could be assumed to be international elites, particularly those within international organisations, but it could also be presumed to be diplomats, statesmen and citizens. The development and deployment of a 'brand' with a good and clear reputation, identity and culture can assist a product or policy to gain greater traction than competitors.
