1. Images of place : is this about marketing, or isn't it? -- 2. On image and trust -- 3. National identity : cause or effect? -- 4. Should places have simple images? -- 5. Sketches of national image and identity -- Pakistan and Mexico -- Kenya -- Denmark -- Italy -- Israel -- Switzerland -- Latvia -- America -- Albania -- Bilbao and Dubai -- Asia -- China -- 6. When does marketing make sense? -- 7. Public diplomacy and place branding : where's the link? -- 8. 'Brand Europe'--where next'? -- How the world sees Europe -- Defining 'brand Europe' -- 9. Public sector, private sector -- 10. The media and national image -- The national media centre -- Bad press -- The question of deserved reputation -- Picking your battles -- 11. 'Is this about me?'--The critical issue of relevance -- 12. Some conclusions.