| Abstract | 第3页 |
| INTRODUCTION | 第6-7页 |
| 1 COUNTRY BRANDING:WHAT IS IT? | 第7-17页 |
| 1.1 COUNTRY EQUITY | 第8-12页 |
| 1.2 ORIGINS OF COUNTRY BRANDING AND ITS CORRESPONDING SCHOOLS OF THOUGHT | 第12-13页 |
| 1.3 CRITICS OF NATION BRANDING | 第13-17页 |
| 2 GHANA-THE NATION | 第17-31页 |
| 2.1 MEASURINGANATION'S PRESENT BRAND IMAGE | 第20-21页 |
| 2.2 GHANA'S BRAND IMAGE | 第21-29页 |
| 2.2.1 People | 第21页 |
| 2.2.2 Culture | 第21-22页 |
| 2.2.3 Government | 第22-23页 |
| 2.2.4 Export | 第23-25页 |
| 2.2.5 Tourism | 第25-26页 |
| 2.2.6 Investment | 第26-27页 |
| 2.2.7 Immigration | 第27-29页 |
| 2.3 GHANA'S IMAGE ABROAD:A PERSONAL EXPERIENCE | 第29-31页 |
| 3 TOURISM IN GHANA:IDENTIFYING PROBLEM AREAS | 第31-47页 |
| 3.1 THE TRAVEL AND TOURISM COMPETITIVE INDEX | 第34-37页 |
| 3.2 ASSESSING THE FACTS:TAKING A HARD LOOK AT PROBLEM AREAS | 第37-44页 |
| 3.2.1 Health and hygiene(score 2.1) | 第38-39页 |
| 3.2.2 Air transport infrastructure(score of 2.5) | 第39-41页 |
| 3.2.3 Ground transport infrastructure(score of 2.9) | 第41-43页 |
| 3.2.4 Tourism infrastructure(score of 1.9) | 第43页 |
| 3.2.5 HIV/AIDS | 第43-44页 |
| 3.3 INTERPRET WITH CAUTION | 第44-45页 |
| 3.4 POLICYMAKING AFTER AN IMAGE ANALYSIS | 第45-47页 |
| 4 BRANDING GHANA:OUR COMPETITIVE ADVANTAGES ANDEXPLORING NEW FRONTIERS | 第47-61页 |
| 4.1 THE GOVERNMENT'S COUNTRY BRANDING INITIATIVE | 第47-48页 |
| 4.2 BRANDING GHANA:THE VISION,THE GOAL | 第48-49页 |
| 4.3 OUR COMPETITIVE ADVANTAGE | 第49-52页 |
| 4.3.1 Democracy and political stability | 第49-50页 |
| 4.3.2 Destination for Homeland Pilgrimage | 第50-51页 |
| 4.3.3 Ecotourism | 第51-52页 |
| 4.4 NEW VENTURES TO EXPLORE FOR COUNTRY BRANDING | 第52-61页 |
| 4.4.1 Sports | 第52-55页 |
| 4.4.2 Hosting of events | 第55-58页 |
| 4.4.3 Movies | 第58-61页 |
| 5 BRANDING GHANA TO LOCALS AND THE OUTSIDE WORLD | 第61-69页 |
| 5.1 BOOSTING INTERNAL TOURISM | 第62-64页 |
| 5.2 BRANDING GHANA TO THE OUTSIDE WORLD | 第64-66页 |
| 5.2.1 Promoting positive media representation or news coverage | 第64-65页 |
| 5.2.2 Country branding with the help of embassies | 第65-66页 |
| 5.3 HOW WOULD COUNTRY BRANDING CHANGE GHANA'S CURRENT STATUS? | 第66-68页 |
| 5.4 FUNDING FOR THE BRANDING GHANA PROJECT | 第68-69页 |
| CONCLUSION | 第69-70页 |
| ACKNOWLEDGEMENTS | 第70-72页 |
| BIBLIOGRAPHY | 第72-76页 |
