brandXpress blog

Although the concept of branding has been applied extensively to products and services, tourism destination branding is a relatively recent phenomenon. In particular, destination branding remains narrowly defined to many practitioners in destination management organizations and is not well represented neither in branding or the tourism literature.
Communities, cities, and states all compete in the world […]

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Brand extension is “the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver”.
Brands exist for the long-term. They establish trust in […]

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