Page 42 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.74, # 1, 2017, pp. 34-47

as compared to Russia, Turkey, Iran or Georgia. In its quest for global recognition,
Azerbaijan has embarked upon an ambitious journey to prove international
credentials and improve its global acceptability. This is being done by projecting
Azerbaijan‘s image as an economic trailblazer in CIS / Eurasian region. György
Szondi [György Szondi, November 2008. Public Diplomacy and Nation Branding:
Conceptual Similarities and Differences, pp. 42.] argues that ―nation branding can
help transitional states to distance themselves from the previous political system
(Communist Rule in the Azerbaijani context), as well as help to portray the country
as a modern state and eligible member of a new world system, positioning the
country as a central rather than peripheral state‖.
Due to available scope and ever growing awareness about the nation branding,
Azerbaijan offers the best model in the form of a secular, tolerant, forward looking
and progressive Muslim nation that possesses strong military muscle, economic
stamina and regional / global aspirations. To keep Azerbaijan perpetually blinking
on the foreign policy radars of regional, European and Islamic world, mega events of
international stature are hosted at Baku with periodic intervals. The frequency has
particularly increased during last five years. Eurovision International Song Contest-
st
nd
2012, 1 & 2 Azerbaijan Defence Exhibitions (ADEX) in 2014 & 2016
respectively; Inaugural European Games-2015, International Chess Olympiad-2016,
th
European Grand Prix Formula One Racing Round-2016, and 7 Forum of United
Nations Alliance of Civilization Forum (UNAOC) - 2016 can be cited as examples.
nd
In 2017, Azerbaijan plans to host 2 Round of European Grand Prix Formula One
th
Racing & 4 Islamic Solidarity Games. Surge in tourism experienced during 2016
and 2017 can partly be attributed to the befitting conduct of above mentioned mega
events. In pursuance of its nation branding objective, Government of Azerbaijan has
launched number of initiatives like ―Amazing Azerbaijan‖, ―Azerbaijan-The Land of
Fire‖ and ―Made in Azerbaijan‖ etc. Endowed with mesmerizing natural beauty,
blessed with a vibrant economy and supported by coherent Governmental efforts,
Azerbaijan is being successfully promoted as a brand across the globe. Government
seems committed to support the ‗Brand Azerbaijan‘ initiatives through generous
funding and state patronage.
‘Made in Azerbaijan’ Campaign. The recently initiated ―Made in Azerbaijan‖
[https://madeinazerbaijan.com/] campaign is a Government-backed project, which
ushers an expedition towards indigenization and self-reliance. It is a conscious attempt
to convey a certain narrative of Azerbaijan to international community and ensure good
perception management. In a way, nation branding is being used as a tool for projecting
soft nationalism. As the nation‘s hierarchy realizes the significance of soft image
projection, its earnest urge to promote national brands, gaining global recognition and

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