In generally power means having the capabilities to affect the behavior of others to make those things happen. So more specifically, power is the ability to influence the behaviors of other get the outcomes one wants. But there are several ways to affect the behaviors of others. You can coerce them with threats; you can induce them with payments; or you can attract and co-opt them into want what you want. The ability to affect what other countries wants depend to be associated with intangible power sources such as culture, ideology and institutions.
Importance of the Publicity of Country’s Three Sources
The soft power of a country rests primarily on three sources: Its culture (in places where it is attractive to others), its values, and its tourism policies. Culture contains the whole of the values and practices produced by a society. When a country’s culture includes universal values and its policies promote values and interests that
others share, it increases the probability of obtaining its desired outcomes because of the relationships of attraction and duty that it creates.
Cultural events and promoting the study of a country’s culture and society are often seen as tool of soft power. The soft power tools of the countries have been significantly influenced by the globalization and the information revolution. Globalization is fueled by the information revelation, which has led to an incredible reduction in the cost of computing and communications.
Attracting Target Audience
Buckingham Communication’s country branding is making a unique presentation that attracts the target audience with the cultural diversity and richness of an country. The national brand embodies the common presentation of many elements along with the national identity of the countries. Country brand values are the sum of the original and good aspects of the countries.
Country branding in recognition of the need to full three major objectives: to attract tourists, to stimulate inward investment and to boost exports. Nation branding can increase currency stability; help restore international credibility and investor confidence; reverse international ratings downgrades; increase international political influence; stimulate stronger international partnerships and enhance nation building (by nourishing confidence, pride, harmony, ambition, national resolve).