GLOBAL BRANDS AND BRAND DIPLOMACY AS A TOOL FOR PUBLIC DIPLOMACY

Abstract

The changes that occurred over time were reflected in the field of diplomacy as in all other fields. Developments in the
field of technology, in particular, provided a different dimension to the classical understanding of diplomacy of states and
developed the concept of public diplomacy. The 21st century, in which states have to develop policies aimed at not only
other governments or international organizations but also foreign public opinion, is called the “public opinion century. In
order to create a positive image in the eyes of the foreign public, the activities such as sports, education, trade and culture
have also started to be used. Globally active global brands also play the role of diplomacy in the communication activities
of countries against foreign publics. The increasing importance of global brands in publicity and images of the country
has been effective in forming the concept of brand diplomacy. In this study, public diplomacy and brand diplomacy,
which emerged as the new field of public diplomacy, were discussed and the public diplomacy activities of the most
valuable global brands and their countries were examined and the diplomatic embassy roles of the brands were examined
from the perspective of communication.