TOM ADAMS Chief Digital Officer, Future Brand Worldwide SIMON ANHOLT Member of the UK Foreign and Commonwealth Office Public Diplomacy Board, and Independent Policy Adviser GREGORY J.ASHWORTH University of Groningen, the Netherlands GUIDO BERENS Assistant Professor of Corporate Communication, Rotterdam School of Management, Erasmus University, the Netherlands ERIK BRAUN ED BURGHARD Executive Director, Ohio Business Development Coalition, USA THOMAS CROMWELL President, East West Communications BARRY M. FEINBERG Executive Vice President, GfK Roper Public Affairs & Corporate Communications CHARLES J. FOMBRUN Chairman, Reputation Institute NICHOLAS IND Associate Professor, Oslo School of Management and Visiting Professor at ESADE, Barcelona and Napier University, Edinburgh, UK MIHALIS KAVARATZIS University of Leicester, UK SLAWOMIR MAGALA KASPER ULF NIELSEN Executive Partner, Reputation Institute NATALYA S. PAK Associate Professor, English Language Department, Kazakh-British Technical University (KBTU), Kazakhstan LEONARD N. PONZI Managing Partner, Reputation Institute and Managing Director of Global Research CAMILLA SCHIPPA Director, Institute for Economics and Peace WADIM SCHREINER Pretoria, South Africa INGVAR TJØSTHEIM LOUISE TODD School of Marketing, Tourism and Languages, Edinburgh Napier University, UK NICOLAS GEORGES TRAD Executive Partner, Reputation Institute JOHAN VAN REKOM Department of Marketing Management, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands PEETER W. J. VERLEGH Associate Professor, RSM Erasmus University, the Netherlands XIAOYAN ZHAO Director, Global Research and Consulting, GfK Roper Public Affairs & Corporate Communications.

"The 2011 version of the International Place Branding Yearbook builds on the achievements of its 2010 predecessor and provides a stimulating read for all those interested in this field. The focus of several chapters on measuring place branding activity is a particularly valuable contribution." - Keith Dinnie, PhD, Director, Centre for Nation Branding 'A good reputation in today's fast-paced globalized world in terms of flows of capital, information, people, political ideas and values is an essential asset for the decision makers of territorial jurisdictions. The reputation of any city, region, country is no longer in the 'nice to have' category, but absolutely crucial to survive and thrive. Go and Govers' insightful book presents solid concepts, reliable methods and relevant case studies supported by scientific research and evidence. Together these offer sensible guidelines for managing the reputational risk and advancing the place branding body of knowledge, simultaneously.' - Cees B.M. van Riel, Professor of Corporate Communication, Rotterdam School of Management 'Place branding is a dynamic discipline and this 2011 Yearbook introduces many fresh, thought provoking ideas that will stimulate a more holistic view of the subject and the environment in which it must be applied by academics, students and practitioners alike.' - Bill Baker, Author, Destination Branding for Small Cities (Creative Leap Books)

• Preface Introduction Notes on Contributors From Competitive Identity to Governmental Social Responsibility:Place 'Brand' in an Interconnected World; S.Anholt Imagined Identities of Really Existing Cities (The Reputation Game); S.Magala Why Brand the Future with the Past?; The Roles of Heritage in the Construction and Promotion of Place Brand Reputations; G.J.Ashworth & M.Kavaratzis History Matters: The Path Dependency of Place Brands; E.Braun Beyond the Fringe: Creativity and the City; N.Ind & L.Todd The Anholt-Gfk Roper Nation Brands Index: Navigating the Changing World; B.M.Feinberg & X.Zhao Country Reptrak™: A Standardized Measure of Country Reputation; G.Berens, C.J.Fombrun, L.N.Ponzi, N.Georges Trad & K.Nielsen The Futurebrand Country Brand Index; T.Adams The East West Nation Brand Perception Indexes and Reports: Perception Measurement and Nation Branding; T.Cromwell The Global Peace Index; C.Schippa Blessing or Burden: Do Major Sport Events Hosted by Developing Countries Impact on Reputation?: The 2010 FIFA World Cup™: A South African Case Study; W.Schreiner & F.M.Go Using University Ranking Systems to Build Nation Brand Reputation; N.S.Pak & F.M.Go Putting Greece on the Map: The Use of Cognitive Causal Mapping for Destination Management; J.Van Rekom & P.Verlegh Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning; I.Tjøstheim & F.M.Go Strengthening Brand America's Reputation Through Cooperation; E.Burghard & R.Govers

TOM ADAMS Chief Digital Officer, Future Brand Worldwide SIMON ANHOLT Member of the UK Foreign and Commonwealth Office Public Diplomacy Board, and Independent Policy Adviser GREGORY J.ASHWORTH University of Groningen, the Netherlands GUIDO BERENS Assistant Professor of Corporate Communication, Rotterdam School of Management, Erasmus University, the Netherlands ERIK BRAUN ED BURGHARD Executive Director, Ohio Business Development Coalition, USA THOMAS CROMWELL President, East West Communications BARRY M. FEINBERG Executive Vice President, GfK Roper Public Affairs & Corporate Communications CHARLES J. FOMBRUN Chairman, Reputation Institute NICHOLAS IND Associate Professor, Oslo School of Management and Visiting Professor at ESADE, Barcelona and Napier University, Edinburgh, UK MIHALIS KAVARATZIS University of Leicester, UK SLAWOMIR MAGALA KASPER ULF NIELSEN Executive Partner, Reputation Institute NATALYA S. PAK Associate Professor, English Language Department, Kazakh-British Technical University (KBTU), Kazakhstan LEONARD N. PONZI Managing Partner, Reputation Institute and Managing Director of Global Research CAMILLA SCHIPPA Director, Institute for Economics and Peace WADIM SCHREINER Pretoria, South Africa INGVAR TJØSTHEIM LOUISE TODD School of Marketing, Tourism and Languages, Edinburgh Napier University, UK NICOLAS GEORGES TRAD Executive Partner, Reputation Institute JOHAN VAN REKOM Department of Marketing Management, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands PEETER W. J. VERLEGH Associate Professor, RSM Erasmus University, the Netherlands XIAOYAN ZHAO Director, Global Research and Consulting, GfK Roper Public Affairs & Corporate Communications.

"The 2011 version of the International Place Branding Yearbook builds on the achievements of its 2010 predecessor and provides a stimulating read for all those interested in this field. The focus of several chapters on measuring place branding activity is a particularly valuable contribution." - Keith Dinnie, PhD, Director, Centre for Nation Branding 'A good reputation in today's fast-paced globalized world in terms of flows of capital, information, people, political ideas and values is an essential asset for the decision makers of territorial jurisdictions. The reputation of any city, region, country is no longer in the 'nice to have' category, but absolutely crucial to survive and thrive. Go and Govers' insightful book presents solid concepts, reliable methods and relevant case studies supported by scientific research and evidence. Together these offer sensible guidelines for managing the reputational risk and advancing the place branding body of knowledge, simultaneously.' - Cees B.M. van Riel, Professor of Corporate Communication, Rotterdam School of Management 'Place branding is a dynamic discipline and this 2011 Yearbook introduces many fresh, thought provoking ideas that will stimulate a more holistic view of the subject and the environment in which it must be applied by academics, students and practitioners alike.' - Bill Baker, Author, Destination Branding for Small Cities (Creative Leap Books)

• Preface Introduction Notes on Contributors From Competitive Identity to Governmental Social Responsibility:Place 'Brand' in an Interconnected World; S.Anholt Imagined Identities of Really Existing Cities (The Reputation Game); S.Magala Why Brand the Future with the Past?; The Roles of Heritage in the Construction and Promotion of Place Brand Reputations; G.J.Ashworth & M.Kavaratzis History Matters: The Path Dependency of Place Brands; E.Braun Beyond the Fringe: Creativity and the City; N.Ind & L.Todd The Anholt-Gfk Roper Nation Brands Index: Navigating the Changing World; B.M.Feinberg & X.Zhao Country Reptrak™: A Standardized Measure of Country Reputation; G.Berens, C.J.Fombrun, L.N.Ponzi, N.Georges Trad & K.Nielsen The Futurebrand Country Brand Index; T.Adams The East West Nation Brand Perception Indexes and Reports: Perception Measurement and Nation Branding; T.Cromwell The Global Peace Index; C.Schippa Blessing or Burden: Do Major Sport Events Hosted by Developing Countries Impact on Reputation?: The 2010 FIFA World Cup™: A South African Case Study; W.Schreiner & F.M.Go Using University Ranking Systems to Build Nation Brand Reputation; N.S.Pak & F.M.Go Putting Greece on the Map: The Use of Cognitive Causal Mapping for Destination Management; J.Van Rekom & P.Verlegh Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning; I.Tjøstheim & F.M.Go Strengthening Brand America's Reputation Through Cooperation; E.Burghard & R.Govers

TOM ADAMS Chief Digital Officer, Future Brand Worldwide SIMON ANHOLT Member of the UK Foreign and Commonwealth Office Public Diplomacy Board, and Independent Policy Adviser GREGORY J.ASHWORTH University of Groningen, the Netherlands GUIDO BERENS Assistant Professor of Corporate Communication, Rotterdam School of Management, Erasmus University, the Netherlands ERIK BRAUN ED BURGHARD Executive Director, Ohio Business Development Coalition, USA THOMAS CROMWELL President, East West Communications BARRY M. FEINBERG Executive Vice President, GfK Roper Public Affairs & Corporate Communications CHARLES J. FOMBRUN Chairman, Reputation Institute NICHOLAS IND Associate Professor, Oslo School of Management and Visiting Professor at ESADE, Barcelona and Napier University, Edinburgh, UK MIHALIS KAVARATZIS University of Leicester, UK SLAWOMIR MAGALA KASPER ULF NIELSEN Executive Partner, Reputation Institute NATALYA S. PAK Associate Professor, English Language Department, Kazakh-British Technical University (KBTU), Kazakhstan LEONARD N. PONZI Managing Partner, Reputation Institute and Managing Director of Global Research CAMILLA SCHIPPA Director, Institute for Economics and Peace WADIM SCHREINER Pretoria, South Africa INGVAR TJØSTHEIM LOUISE TODD School of Marketing, Tourism and Languages, Edinburgh Napier University, UK NICOLAS GEORGES TRAD Executive Partner, Reputation Institute JOHAN VAN REKOM Department of Marketing Management, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands PEETER W. J. VERLEGH Associate Professor, RSM Erasmus University, the Netherlands XIAOYAN ZHAO Director, Global Research and Consulting, GfK Roper Public Affairs & Corporate Communications.

"The 2011 version of the International Place Branding Yearbook builds on the achievements of its 2010 predecessor and provides a stimulating read for all those interested in this field. The focus of several chapters on measuring place branding activity is a particularly valuable contribution." - Keith Dinnie, PhD, Director, Centre for Nation Branding 'A good reputation in today's fast-paced globalized world in terms of flows of capital, information, people, political ideas and values is an essential asset for the decision makers of territorial jurisdictions. The reputation of any city, region, country is no longer in the 'nice to have' category, but absolutely crucial to survive and thrive. Go and Govers' insightful book presents solid concepts, reliable methods and relevant case studies supported by scientific research and evidence. Together these offer sensible guidelines for managing the reputational risk and advancing the place branding body of knowledge, simultaneously.' - Cees B.M. van Riel, Professor of Corporate Communication, Rotterdam School of Management 'Place branding is a dynamic discipline and this 2011 Yearbook introduces many fresh, thought provoking ideas that will stimulate a more holistic view of the subject and the environment in which it must be applied by academics, students and practitioners alike.' - Bill Baker, Author, Destination Branding for Small Cities (Creative Leap Books)

• Preface Introduction Notes on Contributors From Competitive Identity to Governmental Social Responsibility:Place 'Brand' in an Interconnected World; S.Anholt Imagined Identities of Really Existing Cities (The Reputation Game); S.Magala Why Brand the Future with the Past?; The Roles of Heritage in the Construction and Promotion of Place Brand Reputations; G.J.Ashworth & M.Kavaratzis History Matters: The Path Dependency of Place Brands; E.Braun Beyond the Fringe: Creativity and the City; N.Ind & L.Todd The Anholt-Gfk Roper Nation Brands Index: Navigating the Changing World; B.M.Feinberg & X.Zhao Country Reptrak™: A Standardized Measure of Country Reputation; G.Berens, C.J.Fombrun, L.N.Ponzi, N.Georges Trad & K.Nielsen The Futurebrand Country Brand Index; T.Adams The East West Nation Brand Perception Indexes and Reports: Perception Measurement and Nation Branding; T.Cromwell The Global Peace Index; C.Schippa Blessing or Burden: Do Major Sport Events Hosted by Developing Countries Impact on Reputation?: The 2010 FIFA World Cup™: A South African Case Study; W.Schreiner & F.M.Go Using University Ranking Systems to Build Nation Brand Reputation; N.S.Pak & F.M.Go Putting Greece on the Map: The Use of Cognitive Causal Mapping for Destination Management; J.Van Rekom & P.Verlegh Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning; I.Tjøstheim & F.M.Go Strengthening Brand America's Reputation Through Cooperation; E.Burghard & R.Govers