This book investigates the construction and perception of Scotland as a brand in the late 20th century. David McCrone, a sociologist specializing in Scottish society, draws upon his extensive research into national identity and cultural representation. The work examines how various elements, from historical narratives to modern marketing efforts, have contributed to shaping Scotland's image both domestically and internationally, arguing that this branding is a complex and evolving phenomenon.

The book is recognized for its sociological approach to understanding national identity and branding. It is considered a valuable resource for those interested in Scottish studies and the sociology of culture. The work provides a comprehensive overview of how Scotland has been presented and perceived, offering insights into the mechanisms of national branding.