National Branding and Cultural Diplomacy

In the context of rising global competition, national branding has become essential in foreign policy, with cultural diplomacy highlighting national identity and values. Palestine presents a unique case, facing significant challenges in shaping its international image due to the ongoing conflict with Israel. This research explores the role of the Palestinian national brand in cultural diplomacy, utilizing a descriptive analytical approach through literature review and interviews with officials from the Palestinian Ministry of Foreign Affairs. Findings indicate that national branding efforts in Palestinian cultural diplomacy are limited and lack coordination, hindered by a fragmented vision, weak stakeholder collaboration, and constrained resources. The study recommends developing cohesive strategies to enhance the effectiveness of the Palestinian brand in promoting its cultural diplomacy.