Destination Branding: Concept and Measurement

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Provided by: Michigan State University
Format: PDF
Destination branding is about how consumers perceive the destination in their minds. Branding a destination is not just about creating a logo or a slogan. It is about capturing the distinct elements of the destination in the brand and communicating these elements through the brand's components: identity, essence, personality, image, character and culture. Managing these components in order to create a unique position of the destination brand in the consumer's mind is called brand positioning.
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