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.

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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 [...]

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