Reconstructing the nation-brand from below: Analysis of how a humanitarian organization challenge the consistency of Swedish brand in a controversial film
A unified nation brand is crucial to create a positive reputation abroad. In the age of new public diplomacy, the emergence of non-state actors has considerably diversified the narratives of nation branding; this diversity contributes to challenging the consistency of the nation brand. Meantime, scholars argue that communicating and constructing a positive national identity domestically is essenti
