Brand Germany: The way towards an effective management of Germany's image abroad. Marke Deutschland: Der Weg zu einer professionellen Steuerung des Deutschlandbildes im Ausland.

The road towards an effective Country Image Management. A qualitative exploration among German influencers and decision-makers how to manage the image of Germany in the future. This thesis is an investigation into the perception of important German stakeholders concerning the manageability and the actual management process of the German image abroad. The aims of the research are as follows: (a) to discuss the manageability of country images and the present management of the German image abroad; (b) to identify the special role of Public Relations in this process and realistic approaches and tools; (c) to find out the interests, motivation and perspectives of the different stakeholder groups; (d) to discuss a structure for future Country Image Management.