Nation branding is the strategic process by which a country seeks to shape its international image and reputation. It involves promoting cultural values, political stability, economic potential, or unique identity to influence how the global public, investors, and foreign governments perceive the state. Often used in diplomacy, tourism, and trade, nation branding blends public relations with soft power.

• Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Palgrave Macmillan.