Anti-systemic revolutionary countries in the international system: Islamic republic of iran and religious branding

Abstract

Nation branding concerns the overall perceptions toward a country at the international level. Different countries acquire different branding based on their positive characteristics and advantages, such as economy, culture, politics, governance, tourism, etc. The question that may be posed here is that, whether religious branding, as an important type of branding, can be identified and introduced to the world. Can religion branding be a positive and decisive element in raising a country’s profile, enhancing its soft power, and subsequently spreading a positive image of a nation? Currently, the Islamic Republic of Iran has expanded its sphere of influence and power through religious branding, although this power is anti-systemic and at odds with the structure and norms of the international system. By analysing the religious dimension of the branding of the Islamic Republic of Iran, this article concludes that Iran has been able to develop its religious branding in the world, which has an Ummah-centered and global dimension. Such development of branding contradicts the dimensions and components of nation branding and internationally accepted norms, resulting in the international system regarding Iran as an anti-international order and revolutionary country.