What is Branding National Myths And Symbols?

Legal Definition
Branding national myths and symbols, or BNMS, is a field of research focusing on branding and marketing of a nation's myths and symbols. The research blends the theories of marketing, cultural communications, sociology, public relations, and semiotics. The awareness of a nation’s (or a collective group’s) internal myths and symbols may result in raising cultural relations between nations, according to this theory. The use dates from before the 1990, and field of study dates from about 2000, but was not given this moniker by a scholar until 2009.

The principles of BNMS are related to, but are different from Nation branding. The main difference between two principles is that nation branding is primarily concerned with raising the global image of a nation for better economic return, while BNMS is concerned with the revealing and demonstrating the meanings behind a nation’s internal myths and symbols. In other words, nation branding is the selling or promotion of the external identity of a nation, while BNMS is the revealing of their internal identity, either for its own citizens to believe in, or to achieve better global relations between nations. According to the theory, each national myth and symbol has its own hidden meanings that may reinforce these misunderstanding between nations.

Examples of BNMS include changing the symbols on currency, a national anthem (see, e.g., National Anthem Project by the United States), and advertising in political campaigns.
-- Wikipedia