Security Branding and National Security. Concepts at Work

The redefining of the security concepts during the last decades was seconded, in many countries, by a rejuvenation of the states projects on identity reconstruction. Public diplomacy, advertisement campaigns, nation branding initiatives are in the toolbox of the practitioners and governmental bodies alike. Security becomes a “label” desired by many governments, projecting thus an image of a seductive, safe and friendly country. To what extent the involvement of the private sector in building a strong dimension of the security within the nation branding projects is beneficial within the management of the state power logic? Does the things changed during the programs designed to communicate defense and security during a crisis?