ABSTRACT
This chapter explores the critical area of image and branding in tourism and hospitality and many of those forces for change impacting on how images and brands are shaped, communicated, and interpreted. The chapter commences with an introduction of those issues critical to the development and communication of a brand image. The chapter then explores the conceptualization of brand image including its meaning and composition before introducing the reader to those methodologies used to operatively assess brand image. The chapter then closes with discussion of the formation process of a brand image and those strategies to be developed for effective brand communication.
