ABSTRACT
Branding is very important to a destination as it is effective in deriving differentiation as well as competitive advantage. However, studies in this area are limited and the concept of destination brand remains narrowly defined and explored. The chapter uses a theoretical framework to provide a better understanding of destination brand and a proposition model to propose three components of the concept that can influence its potency. These are brand features, brand identity and brand association; the outcome of which is the creation of value and subsequently competitive advantage for the destination. The proposed model also shows the potential moderating effects of other variables, namely; political issues, communication strategies, nation branding and mega-events. The review of literature can inform Destination Marketing Organizations of the importance of brands as intangible resources and the benefits that can be derived from the strategic management and marketing of destination brands. The proposition framework presents future research opportunities for scholars to advance the literature. The novel of the chapter is that it addresses the destinations’ branding strategies and not the consumers’ perceptions about the brand.
