Pt. 1. Destination branding in context
1. Introduction / Nigel Morgan, Annette Pritchard and Roger Pride
2. Branding the nation : the historical context / Wally Olins
3. Nation-brands and the value of provenance / Simon Anholt
4. Country as brand, product and beyond : a place marketing and brand management perspective / Philip Kotler and David Gertner
Pt. 2. Destination branding challenges
5. Meeting the destination branding challenge / Nigel Morgan and Annette Pritchard
6. political challenge : the case of New Zealand's tourism organizations / Chris Ryan and Anne Zahra
7. Branding and national identity : the case of Central and Eastern Europe / Derek Hall
8. Internet challenge for destination marketing organizations / Adrian Palmer
9. challenge of public relations financial accountability : the case of the USA / Lisa T. Fall and Charles A. Lubbers
Pt. 3. Destination branding in practice
10. challenger brand : Wales, golf as it should be / Roger Pride
11. Brand Shanghai : harnessing the inner force of people and place / Fiona Gilmore
12. Western Australia : building a state brand / Shane R. Crockett and Leiza J. Wood
13. New Zealand and The lord of the rings : leveraging public and media relations / Rachel Piggott, Nigel Morgan and Annette Pritchard
14. Brand Louisiana : capitalizing on music and cuisine / Jan Slater
15. Brand Singapore : the hub of 'New Asia' / Can Seng Ooi
16. Brand Philadelphia : the power of spotlight events / Michael F. Smith
17. Developing brand Australia : examining the role of events / Graham Brown, Laurence Chalip, Leo Jago and Trevor Mules.
