Page 42 - JDPA Volume 02, Issue 02

Journal of Defence & Policy Analysis Volume 02, Issue 02, December 2023

In order to assess a country’s standing as favourable or unfavourable among indi-
viduals, the implementation of policy-based initiatives can significantly contrib-
ute to enhancing the nation’s image. A positive transformation in the country’s
image not only elevates its reputation but also engenders recognition and accep-
tance among the global community. This, in turn, fosters increased investment
and a heightened resilience against misinformation and disinformation. Adopt-
ing such a strategic and proactive approach serves as a robust defence for our
nation, enabling us to address challenges in a sustainable manner, transcending
the need to merely elucidate the reality to the world.

It is consistently guided by policy. To accrue reputation, a central agency is im-
perative—not another governmental department, but one capable of mobilizing
appropriate policies. Integrated tourism campaigns can also be incorporated into
this framework. This strategy, known as soft power, is employed by nations such
as France and Dubai. Importantly, it doesn’t demand millions of dollars; it solely
relies on the implementation of impactful ideas.

Conclusion

The perception of a country significantly influences its global standing, shaped
by factors such as sports, public opinion, cultural uniqueness, tourism, country
of origin, and public diplomacy. Understanding and managing these perceptions
is crucial, particularly in a competitive global landscape. Strategic nation brand-
ing emerges as a powerful tool to shape and improve a country’s image, mitigat-
ing the effects of misinformation and disinformation. The examples of resilient
countries like the United States, and the consumer preference for Japanese prod-
ucts, illustrate how strong perceptions can prevail over reality.

Nation branding, unlike transient media campaigns, relies on long-term, poli-
cy-driven efforts to build a reputable and resilient image. During crises, such as
the Sri Lankan civil war in 2009, the challenge of maintaining a positive image
becomes evident, highlighting the need for a sustained and strategic approach.
Establishing a central agency dedicated to these efforts, beyond conventional
communication campaigns, is essential. This agency would leverage soft power
to enhance a nation’s image, promoting tourism, fostering international relations,
and ultimately attracting investment and global recognition.

Countries that invest in their global image through thoughtful and strategic
nation branding, like France and Dubai, show that it is possible to achieve sig-
nificant recognition without massive financial outlays. Instead, they rely on the
power of impactful ideas and consistent, policy-driven actions to shape percep-
tions. For nations like Sri Lanka, embracing these strategies offers the potential to
transform its global image, garnering respect and appreciation for its contribu-
tions to humanity, and ensuring a resilient and positive international reputation.

Faculty of Defence and Strategic Studies, General Sir John Kotelawala Defence University, Sri Lanka
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