Současná zahraniční politika Španělska – koncept Marca España a España Global

This thesis examines the use of nation branding in contemporary Spanish foreign policy. The aim is, first of all, to analyse the use of two Spanish nation branding concepts, Marca España and España Global, in the context of Spanish foreign policy, to evaluate their real results and the achievement of their objectives. Secondly, the thesis then compares the two concepts. The thesis is divided into four main chapters, the first of which primarily defines nation branding and the hexagon of nation branding as the main tool of analysis, and then introduces the methodological framework of the thesis and the method of operationalizing the data. The way the concepts of Marca España and España Global are applied in practice, including the evaluation of their results, is analysed in the second and third chapters of the thesis. The fourth chapter then compares the outputs of the previous two chapters. The author comes to a conclusion that from a strategic point of view, the two concepts do not differ much in terms of content, but the form of presentation and elaboration of the strategy is approached differently by the different Spanish administrations. Differences can also be observed at the operational level of the application of the Marca España and España Global concepts in practice.