ABSTRACT
Chapter 13 starts by saying that destination branding has become a hot topic in tourism during the past thirty years. This is an element of destination marketing strategy, and its perceived importance has increased as destination competitiveness has intensified worldwide. A trio of interrelated concepts is introduced that work together in this aspect of destination marketing strategy (destination positioning, destination image, and destination branding) are they are defined and explained as the parts of the PIB model. The importance and benefits of destination branding are articulated, as are the challenges in doing branding. The characteristics of a good brand are clearly identified. Some classic branding concepts are explained. The brand development process is reviewed in detail. Chapter 13 ends by outlining the required steps for effective PIB.
