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.