The book "Exploring Customs, Rituals and Artifacts as Elements of Place Branding" by Mahira Tariq offers a comprehensive examination of the concept of place branding, particularly in the context of Pakistani culture. It highlights how rituals, traditions, customs, and artifacts can serve as cultural elements to promote a positive image of Pakistan. Although place branding is a relatively new term, this work analyzes the long history of place promotion. By applying Anholt's model of competitive identity, it explores people's perceptions and awareness of these cultural elements. The book is aimed at professionals and interested individuals who wish to gain a deeper understanding of the role of culture in place branding.