The power of brands in the destination economy (destination marketing)

Citation

Johnson, E. (2011), "The power of brands in the destination economy (destination marketing)", Strategic Direction, Vol. 27 No. 1. https://doi.org/10.1108/sd.2011.05627aad.009

The power of brands in the destination economy (destination marketing)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 1

Johnson E.Admap, June 2010, Vol. 45 No. 6, Start page: 20, No. of pages: 4

Presents an introduction to a series of articles in this issue of Admap magazine which is partly devoted to the theme of destination marketing where the potential destinations of travelers, such as cities or countries, or targets for investors need to be advertised and marketed as brands with a differentiated image and a story to tell. Describes how many countries seeking foreign direct investment present themselves in very similar ways, but locations need to avoid becoming too similar in image and form or else risk losing their competitiveness. Explains that certain intangible assets, such as brand, image, and identity, have become increasingly important in creating value. Concludes that, although destination factors such as culture and architecture have traditionally been regarded as lacking seriousness and have been accused of being “soft”, they have nevertheless become more important in the past five years. Suggests that, since cultural landmarks and major sporting and cultural events can create a strong local identity to increase the success of destinations, those committed to sustained investment in a destination brand will create the emotional engagement with their audience to drive success. Illustrates these points using tabulated data, derived from the YouGov Think Tank Panel, relating to the assets of demand destinations, and the most successful contenders in the destination economy. Lists the challenges in marketing a destination brand, and ten major tips for marketing a winning destinationArticle type: ViewpointISSN: 0001-8295Reference: 39AR173

Keywords: Advertising, Marketing philosophy, Marketing strategy, Strategic marketing, Tourism, Travel