Abstract

In the contemporary world, where competition over national image and credibility has intensified, nation branding has emerged as a critical instrument for strengthening states’ positions within the international system. Beyond a promotional notion, nation branding is a strategic process through which a nation’s identity, values, and capabilities are projected to the global arena in a coherent and positive manner. Within this framework, the Ministry of Foreign Affairs, as the primary actor in implementing foreign policy, can play a decisive role in advancing nation branding. Public diplomacy and international engagement provide a suitable platform for presenting national strengths and enhancing the country’s international reputation. This study seeks to develop a localized and effective model for Iran’s nation branding through the Ministry of Foreign Affairs, employing the Grounded Theory method to analyze existing capacities, challenges, and strategies in this domain.

Adopting a qualitative approach, the research collected data through semi-structured interviews with experts and senior officials in media, branding, and the Ministry of Foreign Affairs. The data were analyzed using open, axial, and selective coding. Within the proposed model, “brand-building diplomacy” emerged as the core category. The study further identifies the causal, intervening, and contextual conditions, together with the strategies and outcomes associated with their implementation, which constitute the secondary objectives of the research. The introduction of the concept of brand-building diplomacy and the investigation of its dimensions represent the innovative contributions of this study and may provide a significant foundation for future scholarly inquiry.