Budování pověsti Španělska v zahraničí

Recently, Spain has been paying particular attention to its presentation abroad and national image, taking into consideration the conceptual as well as financial and personnel point of view. The thesis analyses three different components that form the national image - cultural diplomacy, public diplomacy and nation branding - and puts them into the Spanish context. Furthermore, it identifies the main actors in these areas of Spain's foreign policy and examines their working methods. The thesis also presents the national project Marca Espana (Brand Spain) with both its benefits and weak points. In addition, it evaluates the overall Spanish approach to the formation of its national reputation and suggests possible future improvements.