目次

Preamble  1. Landscape discourse and the intangible value of landscape-as-brand  Interlude - Striding toward branded landscape identities: national park promotion and production worldwide  2. Form follows focus group: Understanding place branding  Interlude - Walking tracks  3. ‘Repositioning’ Mountains: The Brand Blue Mountains framework  Interlude – Walkabout  4. Calculated aesthetics: promoting the landscape on surfaces and screens  Interlude - ‘Morning walks through silvered leaves in whispering groves…’  5. The public realm: place branding and place making  6. Private landscape attractions as hyperreal promotional objects  7. Mass-mediating the landscape: surfaces, screens and sites at Echo Point Lookout  Interlude – Amble  8. Beyond branding?