IDEAS home Printed from https://ideas.repec.org/a/pal/pbapdi/v15y2019i2d10.1057_s41254-019-00120-y.html
   My bibliography  Save this article

Formalizing the American brand: the case for the US culture, language, and soft-power institutes

Author

Listed:
  • Kevin Brett

    (Central Washington University)

  • Todd Schaefer

    (Central Washington University)

Abstract

The United States is no stranger to “public diplomacy” efforts to serve its strategic interests and project its image and values in times of conflict or strife, though generally these recede. Yet the country now faces serious deterioration in its national standing, suggesting a need for new strategies. This paper surveys the differing approaches made by Germany with its Goethe Institut and China with its Confucius Institute as potential models for the United States. Based on these experiences, the paper advances the argument that as a matter of public policy, the U.S. should establish its own institute drawing on these successful “soft-power” models to market the nation’s distinct culture, its unique take on the English language, its suitability for investment, travel, and tourism, and promotion of its national brand image.

Suggested Citation

  • Kevin Brett & Todd Schaefer, 2019. "Formalizing the American brand: the case for the US culture, language, and soft-power institutes," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(2), pages 124-133, June.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:2:d:10.1057_s41254-019-00120-y
    DOI: 10.1057/s41254-019-00120-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41254-019-00120-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41254-019-00120-y?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sameera Durrani, 2023. "What happens when a country bleeds soft power? Conceptualising ‘Negative Watch’: towards an epistemology for negative and adversarial place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 456-475, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pbapdi:v:15:y:2019:i:2:d:10.1057_s41254-019-00120-y. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.