Nation And Place Branding

In an age of global competition, where cities, regions, and countries vie for investment, talent, tourism, and influence, this textbook offers a comprehensive roadmap to building strong, credible, and resilient place brands. Moving far beyond logos and slogans, it introduces a practical, policy-driven approach grounded in strategy, governance, and authenticity.Drawing on over two decades of real-world experience with place branding clients across continents, the authors present a rich mix of theory, frameworks, and case studies from Stockholm to Tulsa to Australia making this book an indispensable guide for students and professionals alike. Through the lens of the proven 14 Steps to Nation and Place Branding framework, readers are guided through every stage of building a place brand from laying the foundations and engaging stakeholders to shaping digital identity and managing reputational risk.The book delves into essential marketing principles like segmentation, positioning, and...