The practice of destination branding for cities has been increasingly adopted by communities of all sizes and has enjoyed success to varying degrees. The focus of many of these branding initiatives has frequently been on the creative elements of logo, tagline, and advertising theme, with only limited consideration for the importance of generating stakeholder support and experience delivery. Active stakeholder engagement, to build the brand from the inside out during its planning process, has been shown to be an important factor in those initiatives that are considered more successful. This chapter highlights the need to engage stakeholders in the brand planning for destinations from the earliest stages. It illustrates a consultative model for destination brand planning, primary with a US case study, along with examples of some other cities.
Baker, B. (2009), "Chapter 14 Consultation Builds Stronger Brands", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Bingley, pp. 191-205. https://doi.org/10.1108/S2042-1443(2009)0000001016Download as .RIS
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