American University Students Present Study on Austrian Nation Brand

From left: American University graduate students Samantha Lore, Mel Herzog, Shane Harris, Daniela Suarez, and Dr. Sherry Mueller, faculty advisor. © Julia Strohmeier

During the Fall 2022 semester, the Austrian Press and Information Service in the United States teamed up with colleagues from American University’s School of International Service to gain further insights into the Austrian nation brand in the United States. Four graduate students at American University’s graduate seminar in public diplomacy engaged in a capstone project under the direction of Dr. Sherry Mueller to investigate the Austrian brand among 18-30 year-olds in the U.S. The team conducted online survey research and focus groups within this demographic to gauge what young Americans know and think about Austria. They presented their findings at the Embassy on December 13, 2022.

The semester-long project proved to be another fruitful cooperation between the Information Service and its local academic partner, and the Embassy is grateful for the friendship and the excellent work produced by the students.