https://www.routledge.com/products/9781138775848

Part I: Scope and Scale of Nation Branding

1. The Relevance, Scope and Evolution of Nation Branding
2. Nation Brand Identity, Image and Positioning
3. Nation Brand Equity

Part II: Conceptual Roots of Nation Branding

4. Nation Branding and the Country-of-Origin Effect
5. Nation Branding and National Identity
6. From Country-of-Origin and National Identity to Nation Branding

Part III: Ethical and Pragmatic Issues in Nation Branding

7. Ethical Issues in Nation Branding
8. Pragmatic Challenges to the Nation Branding Concept

Part IV: Current Practice and Future Horizons for Nation Branding

9. Elements of Nation Branding Strategy
10. Future Horizons for Nation Branding

---