Influence of Nongovernmental Organizations on Forming Country Image and Developing the Country Brand Using Public Diplomacy

Abstract

Country image and nation branding provide a competitive advantage for small and medium-sized enterprises in their internationalization. This paper analyzes the influence of Turkish nongovernmental organizations on forming country image of Turkey and developing the country brand using public diplomacy in the African continent. The published interviews and statements of Turkish and African politicians, business people and intellectuals argue that these organizations are effectively using public diplomacy to create the country brand. This paper focuses on the most active organization, the Confederation of Businessmen and Industrialists of Turkey (TUSKON) which supports to its members in communicating with their potential customers in several occasions, and having a differentiating statement and a competitive advantage by promoting the brand image of the country. This civil society support is significant, especially for the small and medium enterprises of developing countries, when considered the weak international image and reputation of these countries.