Soft power: Power of attraction or confusion?

Despite its popularity soft power remains power of confusion. The paper examines the concept, with a special focus on the nature and sources of soft power. Nye’s notion of soft power is largely ethnocentric and based on the assumption that there is a link between attractiveness and the ability to influence others in international relations. This poses two problems: Firstly, a country has many different actors. Some of them like the attraction and others don’t. Whether the attraction will lead to the ability to influence the policy of the target country depends on which groups in that country find it attractive and how much control they have on policymaking. Secondly, policymaking at the state level is far more complicated than at the personal level; and has different dynamics that emphasise the rational considerations. This leaves little room for emotional elements thus significantly reducing the effect of soft power. Given the nature of soft power being uncontrollable and unpredictable, it would be impossible to wield soft power in any organised and coordinated fashion as Nye suggested. Furthermore, the relationship between two countries is shaped by many complex factors. It is ultimately decided by the geopolitics and strategic interests of nations, in which soft power may play only a limited role. The paper also discusses the link between soft power and nation branding as both concepts are concerned with a nation’s influence on the world stage. Public diplomacy is a subset of nation branding that focuses on the political brand of a nation; whereas nation branding is about how a nation as whole to reshape the international opinions. A successful nation branding campaign will help create a more favourable and lasting image among the international audience thus further enhancing a country’s soft power

Projected Images of Major Chinese Outbound Destinations

This study aimed to explore the projected images of major outbound destinations based on popular travel magazines in China. Travel articles on Hong Kong, Macau, Japan, South Korea, Vietnam and Taiwan from 2006 to 2008 were content analyzed. Japan was reported on most, and the projected images of the six destinations are dominated by leisure and recreation, and culture, history and art. Correspondence analysis was used to examine relationships between destinations and popular image attributes. The results showed that South Korea and Macau had distinct projected images, whereas Japan, Taiwan, Hong Kong and Vietnam shared many similar image attributes. Practical implications for destination marketing organizations are provided

Quantum control of 88^{88}Sr+^+ in a miniature linear Paul trap

We report on the construction and characterization of an apparatus for quantum information experiments using $^{88}$Sr$^+$ ions. A miniature linear radio-frequency (rf) Paul trap was designed and built. Trap frequencies above 1 MHz in all directions are obtained with 50 V on the trap end-caps and less than 1 W of rf power. We encode a quantum bit (qubit) in the two spin states of the $S_{1/2}$ electronic ground-state of the ion. We constructed all the necessary laser sources for laser cooling and full coherent manipulation of the ions' external and internal states. Oscillating magnetic fields are used for coherent spin rotations. High-fidelity readout as well as a coherence time of 2.5 ms are demonstrated. Following resolved sideband cooling the average axial vibrational quanta of a single trapped ion is $\bar n=0.05$ and a heating rate of $\dot{\bar n}=0.016$ ms$^{-1}$ is measured.Comment: 8 pages,9 figure

Denial at the top table: status attributions and implications for marketing

Senior marketing management is seldom represented on the Board of Directors nowadays, reflecting a deteriorating status of the marketing profession. We examine some of the key reasons for marketing’s demise, and discuss how the status of marketing may be restored by demonstrating the value of marketing to the business community. We attribute marketing’s demise to several related key factors: narrow typecasting, marginalisation and limited involvement in product development, questionable marketing curricula, insensitivity toward environmental change, questionable professional standards and roles, and marketing’s apparent lack of accountability to CEOs. Each of these leads to failure to communicate, create, or deliver value within marketing. We argue that a continued inability to deal with marketing’s crisis of representation will further erode the status of the discipline both academically and professionally

Branding the nation: Towards a better understanding

This paper aims to clarify some misunderstanding about nation branding. It examines the origins and interpretations of the concept, and draws a comparison between nation branding and commercial branding. A new definition is offered that emphasises the need to shift from “branding” the nation to nation image management

Fashion brands strategies and contemporaneous consumer behavior on social media in Portugal

This study presents two main analysis focused on Portuguese fashion brands strategies and contemporaneous consumer behavior. The first analysis consisted on the case studied and observation of three Portuguese brands (Patrick de Pádua, Luís Carvalho and Nair Xavier) aiming to understand their behavior on social media. During 4 months, Facebook and Instagram were monitored aiming to understand the strategy of each brand and the consequent results. The second analysis was a online survey with 436 valid answers focused on the understanding of Portuguese fashion consumer behavior. The case studies analysis allowed to understand that to have more followers and thus produce more interactivity on a continuous basis with their public, the brands have to create contents consistent with their markets and publics, with the brand language and also with the brand image. The results obtained on the survey allow to conclude that the number participants that share opinions about fashion products and services are still limited. It was also possible to conclude that the majority of the survey participants know several Portuguese brands, but usually don’t buy their products.“This work is financed by FEDER funds through the Competitivity Factors Operational Programme - COMPETE and by national funds through FCT – Foundation for Science and Technology within the scope of the project POCI-01-0145-FEDER-007136”.info:eu-repo/semantics/publishedVersio

Swedish consumers' cognitive approaches to nutrition claims and health claims

Introduction and Aim: Studies show frequent use of nutrition claims and health claims in consumers’ choice of food products. The aim of the present study was to investigate how consumers’ thoughts about these claims and food products are affected by various types of food-related experiences. Material and Methods: The data collection comprised 30 individual interviews among Swedish consumers aged 25 to 64 years. Results: The results indicated that participants who expressed special concern for their own and their families’ health were eager to find out the meaning of concepts and statements made. A lack of understanding and lack of credibility of concepts and expressions often caused suspicion of the product. However, in some cases this was counterbalanced by confidence in manufacturers, retailers, and/or the Swedish food legislation. Discussion and Conclusion: To achieve effective written communication of food products’ health-conducive properties on food labels, there is a need to consider the importance many consumers attach to understanding the meaning of concepts and expressions used and the importance of credibility in certain expressions. Consumers’ varying cognitive approaches are suggested as a basis for pre-tests of nutrition claims and health claims

Fabrication and operation of a two-dimensional ion-trap lattice on a high-voltage microchip

Microfabricated ion traps are a major advancement towards scalable quantum computing with trapped ions. The development of more versatile ion-trap designs, in which tailored arrays of ions are positioned in two dimensions above a microfabricated surface, will lead to applications in fields as varied as quantum simulation, metrology and atom–ion interactions. Current surface ion traps often have low trap depths and high heating rates, because of the size of the voltages that can be applied to them, limiting the fidelity of quantum gates. Here we report on a fabrication process that allows for the application of very high voltages to microfabricated devices in general and use this advance to fabricate a two-dimensional ion-trap lattice on a microchip. Our microfabricated architecture allows for reliable trapping of two-dimensional ion lattices, long ion lifetimes, rudimentary shuttling between lattice sites and the ability to deterministically introduce defects into the ion lattice