Destination branding is about how consumers
perceive the destination in their minds. Branding
a destination is not just about creating a
logo or a slogan. It is about capturing the distinct
elements of the destination in the brand
and communicating these elements through the
brand’s components: identity, essence, personality,
image, character and culture. Managing
these components in order to create a unique
position of the destination brand in the consumer's
mind is called brand positioning. A destination
brand can be leveraged by creating a
new “product” under the same umbrella name
to increase the customer base and by cobranding.
With the continuous increase of Inter -
net usage among travelers, online branding has
become very important. Websites can be the
communication tools that move the consumer’s
mind from brand awareness to brand preference
and finally to brand loyalty. In order to know
how effective the destination brand is, marketers
should monitor its effectiveness.