Emotional policies: Introducing branding as a tool for science diplomacy

This article expands the science diplomacy (SD) discourse by introducing branding as a tool for nation-state decision-makers. A framework analyzing branding in SD and public diplomacy is developed, outlining three branding styles: nation branding, policy branding, and policy tool branding. Two case studies – German transnational education and Dutch Water Diplomacy – illustrate the framework. The German case reveals fragmented branding, hindering effectiveness, while the Dutch case demonstrates the potential of coordinated branding strategies to enhance national visibility, sector attractiveness, and bilateral relations. The article discusses branding limitations and concludes that branding is a valuable but not a panacea for international relations.

Alexander Raev, Ellen Minkman