Linking the brand’s attributes to consumer needs will lead to enhanced brand resonance.
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Successful delivery of the brand promise at the destination may lead to increased brand loyalty, particularly in the short break drive market where consumers have favourite places to which they make repeat visits.
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Repeating the CBBE research again at a future point in time will enable a continued assessment of success for each of the destination’s three brand objectives.
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For an emerging destination with very little formal market research, it is suggested the hierarchy provides an important means of accountability to stakeholders.