branding
Sending an Invitation around the world: Developing A Country as a Branded Destination
What is a brand, its purpose and value and how can brand architecture be developed and applied to convince the world’s tourist to choose one destination over other destinations? Practical examples of destination branding will be provided from the City of Glasgow and from research conducted for the tourism sector in Australia and NZ.
Sending an Invitation around the world: Developing A Country as a Branded Destination
Abstract
What is a brand, its purpose and value and how can brand architecture be developed and applied to convince the world’s tourist to choose one destination over other destinations? Practical examples of destination branding will be provided from the City of Glasgow and from research conducted for the tourism sector in Australia and NZ.
Murray Campbell, MA Hons (Geography) University of Auckland, Fellow of the Market Research Society of New Zealand.
