Marketing digitalization has made strategy more complex than ever, but the key difference is that destination brands are controlled by the market and no longer just by the brand managers and therefore must concentrate their efforts in delivering the promised experience
Branding strategy implementation has to face many unexpected challenges. This article lists many of these issues, to be taken into account for a better planning and a successful implementation.
Despite advocating for stakeholder participation in the branding decision-making process, the right choice is not likely to be the one that pleases all the participants. The marketers opinions should have a much higher consideration, so long as the brand is to attract customers, and that’s the marketers’ job
Branding, as well as all other marketing aspects, needs to be renewed from time to time, mainly according to the society’s and destination evolution, to motivate existing and new demand, etc. However, some times, destinations need repositioning. This article explains the difference
Destination brands cannot be created artificially out of someone’s imagination. Rather they have to be based on the local reality and the stakeholders opinion’s, also to gain their support in the development of the brand.
Branding and marketing are key concepts which are too often mistakenly used interchangeably. This article is to clear doubts about each of these concepts.
Among the various elements that convey the values and attributes of a brand, the tagline is probably the most explicit and direct. But crafting an attractive tagline for a destination requires to consider some important reflections and rules