Training, Language and Culture

Elgar Encyclopaedia of City and place Branding features a collection of research essays by leading researchers in the area of place branding in over 30 universities worldwide. Over a hundred short chapters ranging from two to maximum six pages, including references, examine how local activities have influenced and increased the international reputation of countries worldwide. Positive place branding for a country is important commercially and politically for improving its ability to build and maintain its international commercial and political presence. Place brand is an important part of Public Diplomacy, the process through which a country and key cities and regions can become internationally recognised and respected and can lead to increased tourism, export and import of key products and services and economic development as well as positive political relations. For language teachers and teachers interested in the countries whose language they are teaching recognising and teaching how positive inter-cultural relations and understanding place branding are an important part of the learning process.