This chapter conceptualizes sustainability, aiming to demystify this complex notion within the context of Nation Branding and Place Branding. It will explore the intricate relationship between sustainability and Nation and Place Branding from environmental, social, and economic perspectives, highlighting how to measure sustainability performance effectively. Additionally, the chapter will address the challenges and risks associated with integrating sustainability into Nation and Place Branding strategies. Real-world examples, such as Costa Rica’s Nation Brand, Bhutan's Gross National Happiness Index, and the Palau Pledge, will illustrate the multifaceted nature of sustainability, emphasizing the open-mindedness, holistic perspective, and collaborative approach required for successful implementation.