This study examines the degree to which the Earth Lung Project, a carbon mitigation initiative in Sri Lanka has developed a coherent nation brand. Findings indicate that a shared sense of national identity amongst all stakeholder groups is critical in the development of a national brand. However, whilst concern for the environment was found to be an embedded aspect of national identity within Sri Lanka, conflicting stakeholder perspectives reveal a lack of belief amongst private sector stakeholders in the ELP. Thus there are doubts over the degree to which the ELP is currently capable of generating a sustainable national brand
