MACMILLAN Nation and Place Branding: An Applied Approach to Building the Image of Countries, Regions, and Cities

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 integrated communication, while also addressing complex political realities, governance challenges, and the growing role of digital platforms, AI, and user-generated content in shaping perceptions. Whether you're a university student studying destination branding, placemaking, or event management―or a professional working in tourism, economic development, public diplomacy, or destination marketing―this textbook provides the tools to build impactful brands rooted in place, powered by people, and aligned with long-term national goals. Written with both academic and practitioner audiences in mind, it is an essential resource for undergraduate and graduate courses as well as a must-have guide for instructors and professionals seeking to shape how the world sees―and experiences―their place.