Changes in Branding Strategy: A Discourse Analysis of NATO Publications and Speech Regarding its Russian Relationship and the NATO-Russia Council
Journal: Neurochemical Research
Year: 2022

This thesis studies how NATO has changed the way it brands itself to Russia, from a cooperative and humanitarian stance in 2002 toward a critical and confrontational posture between 2006 and 2008. The study is based on a discourse analysis of NATO?s publications. In the political climate following the fall of the Soviet Union in 1991, NATO?s NRC established a cooperative relationship with the new Russian Federation, which included offers of humanitarian aid in food and medical care. This study s