ABSTRACT
This chapter describes how, from a managerial perspective, there are several pragmatic challenges to the nation branding concept. The extent of stakeholder participation is one such challenge. Further challenges relate to the coordination of nation brand touchpoints, the need to develop a coherent nation brand architecture and the highly politicized nature of nation branding. In this chapter’s academic perspective, consumer behaviour and place branding are examined in a tourism context. The practitioner insight highlights the critical need for collaboration in successful place branding. This chapter’s case provides insights into the United Kingdom Government’s ‘GREAT’ campaign.
