||After decades of political instability, repression, civil wars and revolutions, Mexico liberalized its economy in the late twentieth century and the country transitioned to democracy, with which 71 years of one-party rule ended. With these changes, the future seemed optimistic. However, drug related violence, drug trafficking, organized crime, corruption and social inequality are among issues that are associated with this country that is furthermore defined by its rich cultural heritage. Mexico has been suffering from a negative image since internal problems related to the drug scene in this country grew out of proportions. We can speak of a damaging identity-image gap. Felipe Calderón, president to Mexico from 2006 to 2012, decided to prioritize the managing of the national reputation by implementing nation branding strategies. As Mexico is an important developing market in Latin America as well as in the global scene, this dissertation seeks to analyse if nation-branding strategies are able to reposition the country’s image.