Cool Cymru: National branding or corporate identity?

There is evidence of a new Welsh national identity emerging since the 1990s, communicated as Cool Cymru, and perceived as positive, proud and trendy. This national identity is closely allied with a changing cultural identity produced and communicated through Wales's rapidly developing popular culture, and through the plans and actions of its public policy makers. The focus of this conceptual contemporary intertextual study of data sourced from academia and the realms of popular culture has been to establish whether identities such as Cool Cymru can, or should, be better understood in terms of corporate identity or in terms of branding.