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The field of soft power —as an element of foreign policy— has piqued the interest of academics, practitioners and policy makers for decades. Governments have relied on a wide range of soft power tools to promote, achieve and maintain national policies, as well as foreign policy or international goals. While propaganda, cultural diplomacy, and public diplomacy were the key instruments of soft power throughout the last century, nation branding has started to play a core role for foreign diplomacy in the last decade.
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