This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making. It includes 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers and academics, including Anholt, Kotler, Olins and other leading authorities. It offers truly global coverage, with new case studies and examples from Europe, the Americas, Africa, the Middle East and Asia-Pacific. It provides consideration of contemporary issues surrounding place reputation management, such as the importance of digital platforms, social networking, and media and public relations.