Branding in Qatar's Niche Diplomacy

Niche diplomacy helps countries to get much better results by focusing their resources on specific areas. For this reason, many small countries due to insufficient resources to build their power needed for the national interests turn to use Niche diplomacy to concentrate their resources in areas that have advantage of becoming a brand. Brand is client’s best idea about a product. National brand is image which includes both positive and negative concepts that is made in the minds of international community. Qatar is one of the small countries of the Persian Gulf that have vulnerability against internal and external threats and have not enough hardware resources to achieve its own security. Thus, software factors are more notable in its foreign policy. Qatar have become a brand in mediation, media and sport diplomacy by focusing its resources in Niche diplomacy and offer a good image of itself in international system. In fact, this good image is reason for creating security for Qatar.