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“Nation and Place Branding” – the new textbook from Jose Filipe Torres and Richie Karaburun
“How can we make a Place more attractive without distorting its truth? How can a Country, Region, or City manage its reputation without relying on just logos or slogans?” These are the core questions driving Nation and Place Branding: An Applied Approach to Building the Image of Countries, Regions, and Cities, the new textbook co-authored by Jose Filipe Torres, CEO of Bloom Consulting, and Richie Karaburun, Clinical Assistant Professor at NYU.
Launched in 2026, this book is the result of over two decades of hands-on experience advising Countries, Cities, and Regions on how to define, build, and manage their brand identities combined with academic insight from one of tourism’s most respected educator.
4 things you need to know about “Nation and Place Branding”
1. What makes this book different from other Place Branding literature?
Unlike many books in the field that remain theoretical or detached from real life case studies, Nation and Place Branding was written by two practitioners with deep experience in the real world of Nation and City Branding, tourism, public diplomacy, and destination marketing.
With case studies from Australia, Stockholm, Tulsa, and beyond, the book demonstrates how brand strategy must begin with policy and governance, not just promotion. The 14 Steps to Nation and Place Branding framework at the heart of the book walks readers through every stage of the branding process – from foundations and stakeholder engagement to Digital Identity and reputational risk management.
As Torres and Karaburun put it: “This book is not about logos – it’s about leadership.”
2. Who should read this book?
- Students of marketing, destination branding, tourism, public diplomacy, or political communication
- Government professionals working in economic development, culture, or international relations
- Branding and marketing agencies focused on Places, Regions, or Cities
- Consultants and policymakers launching or reforming a Place Branding strategy
Whether you’re starting your first project or refining a national strategy, this textbook equips readers with practical tools, global examples, and an academically grounded, industry-tested approach.
3. What can readers expect to learn?
The book is organized into ten chapters that move from foundations to practice, then to emerging issues and, finally, to measurement and management.
We begin by introduces the fundamental concepts, definitions, and theoretical frameworks behind Country, Region, and City Branding. We draw key distinctions between branding and marketing, perception and promotion, and we present foundational concepts such as the Bloom Consulting Brand Wheel, the Bloom Perception-Demand model, and the SpiderBrand Framework.
We then turn to process: from stakeholder engagement and governance to strategy and execution, discussing real-world challenges, best practices, and political dynamics openly and practically.
After, we examine the evolving landscape, including Digital Identity, special events, and sustainability, and how cities and countries can navigate opportunities and risks brought by AI, the metaverse, and next-generation communications.
Finally, we focus on measuring impact and managing complexity, from Key Performance Indicators to crisis communications, because a Place Brand is never static; it must be measured, protected, and adapted to stay relevant and effective.
To conclude we finalize with 14 Steps to Nation and City Branding. The Roadmap based on Bloom Consulting’s proven methodology on how to develop a Nation or City Brand and sustain its success.
4. Why now?
With countries and cities facing increasing pressure to compete globally, there has never been a greater need for credible, strategic, and people-driven branding. This book offers the tools to build brands that reflect a place’s Central Idea, while also shaping how it is perceived around the world.
From vision to reputation: the future of Place Branding starts here
This new textbook moves the conversation forward by giving students, professionals, and governments a practical playbook they can apply tomorrow.
Because building a Place Brand isn’t about a campaign. It’s about creating trust, clarity, and connection between a place and its people, and the world.
Get your copy today
On Amazon: https://a.co/d/dBFw6CW
At Palgrave Macmillan Cham: https://link.springer.com/book/9783031973277
Cite article: Bloom Consulting (2026): “Nation and Place Branding” by Jose Filipe Torres & Richie Karaburun. Bloom Consulting Journal, 24 January. Available at: https://www.bloom-consulting.com/journal/nation-and-place-branding-by-jose-filipe-torres-richie-karaburun
Published on 24.01.2026.
