The role of the national brand as a soft power in enhancing the country's power Case study: Saudi Arabia

Abstract

Abstract:

    The national brand is one of the most prominent elements of soft power that plays a vital role in enhancing the state’s strength at the regional and international levels. By investing in building a strong brand, the state can improve its image and enhance its position in the world, which contributes to creating an attractive environment for investment, tourism, and international partnerships. The national brand reflects the state’s identity, values, and principles, and contributes to enhancing confidence in it among peoples and other countries. It also improves diplomatic and trade relations and creates opportunities. To increase influence in the global arena through culture, economy, and technology, the national brand is an effective means of using soft power to direct influence and enhance the country’s role as a major player in global affairs. The national brand also plays a crucial role in enhancing the strength and position of the Kingdom of Saudi Arabia on the international stage, by developing and marketing a distinct national identity. The Kingdom seeks to highlight its rich culture, ancient history, and future vision 2030. The Saudi brand contributes to enhancing the global impression of the Kingdom as a major supporter of innovation and progress in various fields such as: energy, technology, tourism, and sports.

Keywords: Brand, soft power, Saudi Arabia, state power.