ABSTRACT
This chapter explains the positioning–image–branding approach. It discusses the relationships among destination positioning, image and branding. The chapter describes the importance and benefits of destination branding. It provides the major challenges in implementing destination branding. The chapter outlines the steps to be followed in destination branding. Destination branding has been one of the hottest topics among destination marketers and tourism academic scholars since the late 1990s. Destination branding is a marketing strategy approach intended to have a positive effect on destination image; its results will also impact on future destination positioning decisions. An effective brand makes the destination stand out among its competitors, and this is one of the most important purposes of destination branding. Raising expectations is two sided: the destination management organizations and tourism stakeholders raise their sights on what will be achieved through destination branding, and tourists increase their expectations of the experiences and quality that they will receive within the destination.
