Scotland has one of the most famous 'brands' on Earth. From tartan and castles to the Loch Ness Monster, Scottish icons attract millions of visitors each year. Exports like whisky, porridge and even seaweed are worth billions of pounds to the economy. This programme tells the story of 'Scotland the brand'. It goes behind the scenes at the Edinburgh Tattoo, a visiting cruise liner, and the New York Whisky Fest. And it meets the tourists who flock here and asks 'How do others see us?' in the 21st century.