Strategic Studies Quarterly

Abstract Extended Abstract

Introduction:
Qatar and the United Arab Emirates stand as pioneers in the cultivation of soft power and national branding within the Persian Gulf region. Their leadership recognizes the pivotal role of branding in safeguarding and advancing national interests and security and continues to invest significant efforts in this domain. Recently, Saudi Arabia has also turned its attention towards this sphere, emerging as a unique and somewhat complex case study in terms of branding capacities and policies. Especially since the coming to power of the current king of Saudi Arabia in 2015 and the subsequent power consolidation of Crown Prince Mohammed bin Salman, Riyadh has embarked on a new trajectory of domestic and foreign policies. Changing Saudi Arabia’s image and its national branding is one of those. For this purpose, this paper aims to explore the fundamental question: “What role does national branding play in Saudi Arabia’s overarching policies, and how has this evolved during Salman’s reign?”
Methodology
This research is theoretically and conceptually grounded in Simon Anholt’s six-dimensional conceptual framework for national branding, which encompasses Exports; Governance; Culture; People; Tourism; and Immigration and Investment. Methodologically, the study adopts a descriptive-explanatory approach. Utilizing a qualitative method, data has been collected through library research and online resources.
Discussion and Results
Over the past decades, Saudi Arabia has carved out a distinctive international reputation, effectively establishing its national brand on the global and regional stages. This image is primarily shaped by three key facets. Firstly, the nation’s substantial capacities and capabilities in oil production and export, with Saudi Aramco leading as the world’s largest exporter of this commodity. Secondly, Saudi Arabia’s significant religious standing within the Islamic world, which extends its influence globally. Thirdly, its financial and economic aid to various countries, particularly within the Islamic world. This assistance is often manifested in the form of humanitarian or developmental aid. Thus, the triad of traditional elements shaping Saudi Arabia’s reputation and national brand, thereby crafting a unique and distinct image of the country on the international stage, encompasses its oil industry, religious influence, and humanitarian and developmental contributions.
Under the reign of King Salman, Saudi leaders have initiated a mission to reshape the past image, striving to project a new and positive depiction of the nation. While some previous policies have been maintained, significant changes have ushered in a new era for national branding. Central to this is the Vision 2030 document, which serves as the primary framework guiding efforts to effect a fundamental shift in Saudi Arabia’s position and global image. The document, aimed at diversifying Saudi Arabia’s oil-dependent economy, represents a strategic endeavor to shift the traditional perception of Saudi Arabia as merely an oil-rich country. Its three core tenets - fostering a vibrant society, building a thriving economy, and cultivating an ambitious nation - encapsulate the renewed image that Saudi leaders aspire to project, underscoring their commitment to transformative change.
The Saudis have gradually come to the conclusion that the traditional religious-conservative image and the presentation of Saudi Arabia as an oil country cannot contribute much to the soft power and the country's capacities. For this, the introduction of a new image as a country with a diverse economy, an open and moderate society, and efficient and modern governance, is considered an important part of the efforts of Saudi statesmen. In this context, a variety of strategies have been implemented with the goal of advancing to a new level of national branding. The most significant of these include economic branding, along with the promotion of Saudi Arabia as a nation with a diversified economy; cultural branding and social reforms, aimed at presenting Saudi Arabia as a moderate and non-extremist society; The development of tourism and branding that leverages cultural heritage; Enhancing governance to fortify the national brand; Sports branding; and Urban branding and the creation of new cities. These initiatives are crucial in achieving this objective.
Saudi leaders recognize the necessity of shifting global public opinion towards their country, including through national branding. They are striving to craft a positive, modern, and distinguished image of Saudi Arabia. These efforts involve acknowledging past weaknesses and negative perceptions, while also considering Riyadh’s regional competition with smaller neighbors such as the United Arab Emirates and Qatar. In this context, traditional capacities and structural barriers are also deemed significant.  Indeed, the political determination of the Saudis and their efforts to implement new policies and significant innovations are crucial.
Conclusion
Despite some accomplishments and positive outcomes in terms of national branding, there are several challenges that Saudi Arabia faces. These include:

The absence of a clear definition of branding as a distinct issue in national strategies;
The continued dominance of oil in Saudi Arabia’s economic structure, perpetuating the country’s image as an oil-based economy;
The potential escalation of internal conflicts and divisions due to cultural and social reforms, which could lead to new crises; and
The increasing political authoritarianism within the Saudi government and the limited participation of civil society in national branding.

 

Abstract Given the cultural-civilizational advantages of Iran, the use of cultural diplomacy can play an important role in improving soft power and securing the national interests of this country. In practice, the results of cultural diplomacy so far have not been satisfactory compared to the huge potential of the country. Despite some important achievements, this diplomacy has not been able to play a strong role in strengthening Iran's "international acceptance" status. Accordingly, the question of the article is why the cultural diplomacy of the Islamic Republic of Iran has not been able to have a significant impact on improving Iran's international status. In response to this question, the article addresses the problems and challenges of Iranian cultural diplomacy. Lack of a coherent strategy, neglect of the private sector, weakness of government agents, overcoming ideological views and the multiplicity of policy institutions are the most important factors involved in weakening the country's cultural diplomacy. This article, after reviewing and analyzing the issues, will reach some suggestions for the efficiency of cultural diplomacy of the Islamic Republic of Iran.

Abstract   Qatar is a tiny state that has invested on soft power and the relevant instruments to project that power; in this way it has established the Aljazeera Channel aiming at increase of its security co-efficiency. The paper intends to answer the question that what roles the Aljazeera channel has played in increasing Qatar’s soft power. In this way, the authors’ hypothesis is that by getting control of flow of information regarding the US war in Afghanistan and Iraq, the Israeli war against Palestine, a reverse image building in the Arab world before the 2011 developments and contributing to motivate protesters in Arab countries at that period, the channel has increased Qatar’s regional and global prestige and reputation while strengthening its security co-efficiency. The paper enjoys a descriptive-analytical method in studying the Aljazeera channel role.  

Abstract Intelligence and security agencies has actual and potential role in promoting and using soft power resources. For instance, intelligence agencies in cooperation with other parts of state administration, trie to improve their country’s image or to degrade adversary’s image in international sphere. Author tries to describe intelligence role in strengthening soft power. The main hypothesis of article claims that intelligence agencies are tools of persuation and their intelligence products by convincing the public, can improve the soft power.  

Abstract

Hearing the concept of regional power, we think of a state having the highest hard power in the region. But, today we are aware of the importance of soft power and some delicate rules to reach such a position. Any state claiming the leadership of the region or a Sub-regional System must be confirmed not only by the regional states but by the other trans-regional actors that have influence in the region. A regional power must help security establishment to facilitate and foster development process in the region. It must promote some principles, rules and norms which are accepted both in the region and in the international system.

Abstract The subject – matter of soft power nowadays attracts attention of many countries, of researchers in IR and security studies and of practitioners to it. It yields for discussing security from soft dimension of it. Because it doesn’t subordinate to power and its focus on internationally perspective here is mentioning the security as an independently concept and externally/internally one. Soft security would be different, identify with and supplement of hard one in philological apprising, it does epistemologically definite in four paths in reducing appeal to use of force and removing pretext economic instrument for sanctions and punishments, being well situated for legitimating hard security and being attractive and the last section from the ontologically it comprises dimensions and spheres.

Abstract Although, so far, the international system has not witnessed absolute domination of a single and only one dominating power in all political, social, military and cultural aspects, many theoretical attempts have been made to explain possible situations for such a system. The main question of the present study is: "What are possible theoretical forms for an international system based on axis of a superpower and what are its characteristics and the way of interaction between the actors inside that system?" Many of the papers in this field believe that only Unipolar and Hegemonic systems are qualified with the characteristics of a Single Power System.  The present paper, while surveying these two types of international system, is introducing another Single Power System which is Empire System (different from its traditional model). Therefore, the author attempts to study and compare the logics of internal relationship, interests of dominant power and nature of social relations (structure of social network) belonging to each of the above three models.