"This book has been written to make a contribution to the small but rapidly growing literature on nation branding. It is designed to show not only the ways in which conventional brand management techniques can be applied to nations but also to provide some background depth on the context and nature of nation branding. Therefore, the scope of the book encompasses wider issues related to national identity, sustainable development and political awareness, in addition to the more familiar branding themes of brand identity, brand image, brand positioning, brand equity and so on. This approach is intended to ensure that the theory and practice of nation branding is covered in a rich, multi-dimensional manner." (Preface)