THE ROLE OF PUBLIC DIPLOMACY IN THE FORMATION OF CHINA'S COUNTRY BRAND

In the international community, the country brand is an important means of opening a country to the world. It increases the place of the country among nations and the right to speak. A good country brand can transform a country's competitive position to its advantage. The bad country brand makes a country a border country and can even lead to revolutions. Therefore, countries are constantly striving for the country brand. Public diplomacy plays an important role in this. China uses this tool, which consists of public diplomacy, for the creation and improvement of its own country brand. Researching the role of this is of great value in finding out where China's position among nations is and where it is heading. The role of Chinese public diplomacy in forming the country brand was considered as the subject of the thesis and the relationship between public diplomacy and the country brand was analyzed and current China's activity of creating the country brand using public diplomacy was investigated and the role, plus, deficiency, function of public diplomacy in this current was analyzed individually. . Thus, the role of Chinese public diplomacy in the formation of the Chinese country brand was demonstrated. In this respect, two different periods of China's foreign policy public diplomacy period are examined separately. In this context, four hypotheses have been determined which will contribute to the subject and question of the research. In the testing of these hypotheses, the available resources were analyzed by scanning and relational methods. However, the data were analyzed and interpreted by case study within the samples.