Over the past fifteen years, nation branding has become a popular subject of study, and a formative enterprise in the creation of national character. The aim of nation branding is to create positive feelings in people’s minds toward the economic, political, social and geographical conditions of a nation. The aim of this paper is to examine the role of TİKA in the context of Turkey’s nation branding in general, with special attention to the Syrian refugee crisis. Further, this paper aims to explain the effects of the Turkish humanitarian assistance process on the Syrian people who live in Turkey as refugees, and to bring a nation branding perspective to how and why nations pay attention to public diplomacy in their attempts to keep their national image strong.
The current research has the purpose of analyzing Turkey’s approach toward Latin America and the Caribbean region through the prism of soft power theory, and through a specific case study, i.e. Turkey-Cuba relations. The working assumption is that Turkey has been able to increase its presence and influence in the region, thanks to a particular soft power-oriented approach known as multi-dimensional policy, which reflects both new behavior and new agents. An analysis of Turkey-Cuba relations will not only help to improve the literature about Turkey’s foreign policy on a subject which has not yet been adequately examined, but will also underline features and peculiarities of Turkey’s soft power, such as the emerging “Mosque Diplomacy.”.