Nation Brand Builders

Nation Brand Builders (2nd Edition) presents an overview of the strategies, actions and policies developed by 44 countries, regions and cities that actively sought to manage and strengthen their international reputation.

The book analyses how governments, territories and institutions used nation branding and city branding approaches to position themselves globally, attract investment, tourism, talent and international recognition.

Through real cases and comparative analysis, this edition explores why some branding strategies succeeded while others failed, offering valuable insights into territorial communication, place identity and reputation management.

This updated edition also includes additional content dedicated to Nation Branding and City Branding 2.0, making it an essential reference for researchers, students, policymakers, marketers and professionals working in territorial development.

Topics covered:

• Nation Branding
• City Branding
• Place Branding
• Territorial Marketing
• Country Reputation
• Public Diplomacy
• Urban Marketing
• Destination Branding
• International Positioning
• Regional Development