Destination branding: an insight on strategy planning and brand development

Abstract

[eng] This paperwork pools the basic arguments that prove the importance of branding as a marketing technique based on a clearly defined strategy. By having a clear image of the current situation of the destination and its desired image, any destination can develop a strategy to achieve that vision. However, branding a destination differs to branding a product in the number of stakeholders it involves and the great amount of dimensions that have an impact on it. Even so, a destination is made of unique attributes exclusive from that place and it is the experiences only that place provides those that characterize its essence that branding helps to define.