Veen, Ton (professor)Yimam, Abdu2019-03-132023-11-082019-03-132023-11-082018-10http://etd.aau.edu.et/handle/123456789/16760Nation branding, or country branding is relatively a new public relation concept. This phenomenon has resulted generating new approaches and strategies to establish and propagate positive national brand images. Therefore, the aim of this study is to explore the potential practice of Government Communication Affairs Office (GCAO) for country or nation branding. The paper also describes in detail about country branding and illustrated the branding activity and strategic communication plan for nation branding in focus. A best practice has taken from different perspectives and strategies of branding. Therefore, the paper investigates the practice and potential utilization of GCAO for branding Ethiopia via tourism, investment, export, people, and culture. It is clear that export, investments and tourism, have a direct relevance in terms of nation brand. Ethiopia seeking a position to be an attractive investment destination and a vision of top five tourist destinations in Africa. The country has many opportunities to drive the image internationally. The sector like tourism, culture, investment, natural resources historical events, athletics and others are some of the crucial advantage of branding the country, but none of the alternatives has been implemented in a wall organized and strategic way. It is almost done through instinctively and conventional way. GCAO is highly responsible in working and coordination of nation branding in the developmental systems of government. That‟s why the researcher selects the office as a case study, in title, “The strategic communication of government communication affairs office for country branding”. The purpose of this professional paper is to develop a case study of nations and its branding techniques as well as promoting GCAO activity in nation branding. The research methodology is qualitative. Document analysis, focus group discussion and in-depth interview were carried out. The researcher was conducted 15 peoples for in depth interview and two groups (in aggregate 14 peoples) for focus group discussions. Websites of some organizations, documents in hard and soft copy have been analyzed. Therefore, the researchers extensively review existing literature relating to country branding and propose a conceptual framework for strategic branding for Ethiopia.enStrategic Communication of GovernmentThesis