Nation Branding as a Central Component of Foreign Policy: Turkish Nation Branding in Africa - The Case of Ethiopia
Keywords:
Africa, Ethiopia, Foreign Policy, Nation Branding, TürkiyeAbstract
This study examines Turkish foreign policy and nation branding in Ethiopia by analyzing how Türkiye’s diplomatic, economic, humanitarian, and cultural engagements shape its national image and influence within Ethiopia. Using a qualitative research design, the study integrates data from semi-structured interviews with government officials, diplomats, business leaders, media professionals, civil society representatives, academic experts, and students. These primary data were complemented with document analysis of publicly available reports from the Ethiopian Investment Commission (EIC), Industrial Parks Development Corporation (IPDC), Ethiopian Ministry of Foreign Affairs, and Turkish governmental institutions. The findings reveal that Türkiye’s nation branding in Ethiopia is primarily driven by visible economic investments especially in manufacturing, textiles, construction, and industrial parks supported by humanitarian initiatives led by T?KA and other Turkish organizations. Diplomatic respondents emphasized Türkiye’s balanced and non-interventionist foreign policy, which enhanced its credibility during periods of Ethiopia’s political instability. However, the results also indicate several challenges, including limited public communication strategies, inconsistent media representation, bureaucratic hurdles faced by Turkish investors, and relatively low awareness of Turkish cultural diplomacy among the wider Ethiopian public. Despite these gaps, Türkiye has established a strong and growing presence in Ethiopia, positioning itself as a reliable development partner and rising middle power in Africa. The study concludes that more structured public diplomacy, expanded cultural and educational programs, improved investor facilitation, and strengthened bilateral policy dialogue are essential to maximizing Türkiye’s nation-branding potential. These findings contribute to the broader understanding of rising-power diplomacy, soft power, and international branding in African contexts.
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