This thesis examines the evolution of Ireland’s government-led nation branding between 2015 and 2025 and argues that nation branding can serve as a positive force for societal and global change when grounded in authenticity, culture, and shared values. While nation branding is often criticised for prioritising promotional self-interest, the research revisits Simon Anholt’s original conception, which emphasises culture and meaningful actions as the foundation of national reputation and influence. The study contends that Irish citizens and artists should be recognised as co-authors of Ireland’s national identity rather than merely instruments of state promotion. In particular, state-funded artists play a crucial role in navigating the complexities of contemporary Irish national identity, engaging with difficult social and political issues, and presenting nuanced perspectives of contemporary Ireland to international audiences. Through this work, artists function as cultural intermediaries who shape how Ireland is represented and understood abroad. Drawing on four interconnected journal articles published between 2022 and 2025, the thesis investigates Ireland’s nation branding through the perspectives of policymakers, branding professionals, artists, and senior public officials. The research is based on semistructured interviews with expert participants possessing extensive experience in nation branding, cultural diplomacy, and public policy. The findings suggest that Ireland has emerged as a successful nation-branding case study, consistently performing strongly in international reputation rankings. However, the thesis also identifies tensions arising from the increasing dominance of nation branding within cultural diplomacy and international relations. Notably, it demonstrates how Irish artists are ‘reverse instrumentalising’ state-supported nation-brand values such as independence and empathy, using government-backed platforms to critique the actions of other states. This represents a new form of transnational nation branding. Ultimately, the thesis argues for a model of nation branding that empowers artists, prioritises intercultural dialogue and co-creation, and strengthens international understanding rather than serving solely as a promotional tool.