Chapter 5 A TWO-DIMENSIONAL APPROACH TO BRANDING Integrating Identity and Equity

Abstract

This chapter integrates brand identity and equity as a two-dimensional approach to destination branding. By incorporating the supply- and demand-side perspectives, the approach enables different destination stakeholders to be included in this process. Drawing on general branding and marketing literature, the study presents a three-part framework for building and implementing a destination brand. It illustrates consumer-based equity as consisting of the four dimensions: awareness, image, perceived quality, and loyalty. The chapter also offers a critical synthesis of destination image studies and recognizes the important research advancement from image to branding.

Citation

Konecnik Ruzzier, M. and Ruzzier, M. (2009), "Chapter 5 A TWO-DIMENSIONAL APPROACH TO BRANDING Integrating Identity and Equity", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 65-73. https://doi.org/10.1108/S2042-1443(2009)0000001007