Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of a

Tourism has become one of the world's fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of t

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca

This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate