The positive branding of Islam

The events of 09/11 resulted in a tremendous blow to the image of Islam and Islamic countries. Right-wing politicians (ab)use this negative image to strengthen support for their anti-immigrant policies and hate against Islam. This book examines attempts made by Islamic countries to improve the image of Islam using Public Diplomacy (PD). An analysis and comparison is done of and between the foreign policy and (PD) diplomatic efforts of Jordan, Saudi Arabia, Senegal and Malaysia, focused on the impact on the existing image in the West. Even though quality PD improves the image of Islam, success and impact of current efforts is hampered by domestic and international circumstances.The study highlights an important, alternative (pioneering) role for PD in improving the image of Islam, assisting in bringing about deeper understanding and tolerance on a global level. PD has so far, only been associated with country, places and products. Islam is none of these; it is the world’s second largest religion. This book should be useful to students and professionals in the field of diplomacy or international relations, or anyone else interested in improved relations between the West and Islam.