In depth analysis of how Germany managed to rebrand the entire country through the 2006 FIFA World Cup - and how country brands might apply this formula to rebrand their national image. This case study is the first ever detailed analysis of the newly emerging discipline of Destination Branding through Movement Marketing and has had significant impact on Germany's tourism brand, yielding a 31% increase in international leisure tourism year-on-year and a 47% increase in business tourism for the host city of Berlin (which has also doubled the number of hotel bookings over the past five years)