"A common perception is that building and sustaining a place brand is demanding and differs significantly from controlling a traditional brand. Sometimes a country brand is not focused enough, and this can result in unsuccessful place branding. But it is possible to raise a national identity to the level of an attractive brand. Building a place brand is an investment, with potentially great positive returns. This book will guide you along the path to building a successful brand for any place under construction."--BOOK JACKET.