European Union Nation Branding through Humanitarian and Developmental Initiatives - Focus on EU Aid Volunteers

Biljana Popovska and Julie Darcq

Academicus International Scientific Journal, 2019, issue 20, 142-153

Abstract: Diverse from the Erasmus program, amongst other EU international interactions, Humanitarian and Developmental initiatives resulting in Nation Branding is a field that is hardly explored. This paper has tried to analyze the concept of supra-nation branding through the EU humanitarian and development program named EU Aid Volunteers Initiative, through focusing on how a supranational organization such as the EU would go about a nation branding initiative that promotes its collective values in Humanitarian and Development Aid. In order to explore the concept of supra-nation branding, it firsts gives a brief introduction about the initiative and identifies the key elements of EU nation branding as well as its humanitarian and development initiatives. Then, it analyzes it through Anholt�s lens and a SWOT analysis, followed by critiques and a conclusion. This analysis proved fruitful in terms of enabling a structural understanding behind the processes employed by the E.U Aid Volunteers Initiative and how it shall enable the E.U to advance its image as a supra-national entity both locally, regionally and internationally. In addition, as the European Union is an entity unlike any other it generates comprehension for future organizations motivated by a collectivity in idealisms and cultural identities, enabling the application of their country�s image abroad through a means of which embodies a form of cultural-humanitarian diplomacy.

Keywords: EU; supranational; supra-nation branding; values; initiatives; cultural-humanitarian diplomacy (search for similar items in EconPapers)
Date: 2019
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