Introduction / Nigel Morgan, Annette Pritchard and Roger Pride -- Branding the nation: the historical context / Wally Olins -- Nation brands and the value of provenance / Simon Anholt -- The country as brand, product and beyond: A place marketing and brand management perspective / Philip Kotler and David Gertner -- Meeting the destination branding challenge / Nigel Morgan and Annette Pritchard -- A political challenge. The case of New Zealand's Tourism Organisations / Chris Ryan and Anne Zahra -- Branding and national identity. The case of central and eastern Europe / Derek Hall -- The internet challenge for destination marketing organisations / Adrian Palmer -- A challenge of public relations financial accountability: The case of the USA / Lisa Fall and Charles Lubbers -- The challenger brand: Wales, golf as it should be / Roger Pride -- Brand Shaghai: harnessing the inner force of people and place / Fiona Gilmore -- Western Australia: building a state brand / Shane Crockett and Leiza Wood -- New Zealand and Lord of the Rings: leveraging public and media relations / Rachel Piggott, Nigel Morgan and Annette Pritchard -- Brand Louisiana: capitalising on music and cuisine / Jan Slater -- Brand Singapore: the hub of 'New Asia' / Can Seng Ooi -- Brand Philadelphia: the power of spotlight events / Michael F. Smith -- Developing Brand Australia: examining the role of events / Graham Brown, Laurence Chalip, Leo Jago and Trevor Mules.