The application of soft power by small states : Malta's nation-branding strategy

Abstract

In simple terms, soft power is the power that can lead to the achievement of sought outcomes through attraction. According to Nye, the father of the concept, the three sources that lead to soft power are culture, political ideals and foreign policies. He also adds that soft power does not depend on hard power. However, soft power or attractiveness such as geographic location, are not always inherited and most of the time decorating the state to render it attractive requires hard capital and investment. Furthermore, attraction does not solely rely on the three sources identified by Nye. Modernization and innovation are becoming increasingly crucial, especially in the corporate world. This gives soft power a less state-centric dimension, whereas Nye narrates soft power mostly from a state-centric and super power point of view. Additionally, soft power is rather useless without visibility, a challenge which most small states have to face on a daily basis unlike super powers. This makes nation-branding a necessity, but it is also a campaign that comes at a price. It is important to note that promotion is not the mere process of marketing the brand but rather more importantly an indirect process that results from a strong and successful internal reality. In this global information era, a strong internal reality is likely to shine and the lights that are shed will reflect back on the international scene. Therefore, nation-branding must be coupled with a strong internal reality. Nonetheless, the successful running of current operations in Malta should not lead to passiveness. The element of innovation in this 'stretching' competitive world can prove crucial. Competitiveness is leading most countries in the world to innovate and invest to be appealing for most of the same variables Malta competes for - foreign direct investment and tourism. This highlights how the adoption of a strategic and accurately targeted nation branding campaign together with an innovative insight can better position a state in global competitive and interdependent world, especially small states.