Americans are loud. Amsterdam equals sex, drugs, and rock & roll. Mexicans are lazy and Germans are boring, but punctual. Paris is romantic, Wuhan infectious, Ukrainians heroic, and New Zealand untouched. This is the way people around the world think about cities, regions and countries and the communities that live there; through cliches and stereotypes. It can be frustrating and hindering trade, diplomacy, investment, tourism, or talent attraction. Many believe that such image problems can be resolved with advertising campaigns, but the classic tourism promotion model is broken and insufficient. This book explains what works and what doesn't when it comes to improving the reputation of cities, regions, and countries. It does so without the use of jargon and with reference to numerous case-studies. The book primarily aims to inspire readers and offer them a broad overview of an issue in modern society that is of interest and relevance to all of us: the reputation of our communities. New cover (by Arjen IJff, 2022), same book (2018)! 'This book will thrill leaders, planners, globalists, policy makers and sociologists with practical steps for implementing creative ideas that will invigorate community spirit and build reputation' - BookLife Reviews 'Robert Govers has written a terrific book. With miraculous clarity he guides the reader on a world tour of the subject of community reputation and its management. He presents a breathtaking range of places and kinds of actors - cities, regions and nation states - from the Americas to Central Asia and on to the Pacific. His examples are new, thought provoking and illuminated by his personal experience as a researcher and consultant. Best of all, his conclusion underlines the need for citizens to focus not on presenting a better image but on building for a better reality.' - Nicholas J. Cull, Author of Public Diplomacy: Global Engagement in the Era of Social Media 'A really important addition to our understanding of people, places and their purpose. Govers' book is a refreshing and highly readable departure from "practitioner" texts that simply apply tired marketing principles to the management and promotion of places. Incisive and genuinely thought provoking, this book deserves a place on the desk of every senior policy-maker in national, regional and city governments worldwide.' - Simon Anholt, Founder of Good Country 'It has been said that countries should measure their gross national imagination, a cri