Image de marque et pouvoir de persuasion du Maroc en Afrique : une influence qui s’étend

Abstract

Nowadays, the alignment between the public diplomacy of States and corporate branding has become inseparable, reflecting the growing significance of nation branding in the exercise of soft power. While corporations often favour ostentatious communication strategies, States have traditionally advanced in this field through more subtle and diversified methods, deploying covert influence mechanisms. These approaches reveal deeper and more complex issues, highlighting the intricate relationship between the promotion of national image and soft power. In the Moroccan context, this dynamic has been most visible in Africa, where the kingdom has exerted its influence through a South-South partnership rooted in historical, religious, and solidarity-based considerations. This ongoing process has led to measurable outcomes across four interrelated domains: economic, religious, cultural, and sporting, which are examined in detail in this paper.