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Handbook on Tourism Destination Branding
With an introduction by Simon Anholt
 
DRAFT
 
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 ETC/UNWTO HANDBOOK ON TOURISM DESTINATION BRANDINGwith an introduction by Simon Anholt
 
 
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 Table of ContentsAcknowledgements.......................................................................................Introductory Essay........................................................................................“Why National Image Matters” – by Simon AnholtExecutive Summary........................................................................................Introduction ..................................................................................................1 Branding Explained.................................................................................. 
1.1 The Global Context...............................................................................1.1.1 Global Tourism Trends...............................................................1.1.2 Travel Motivation........................................................................1.1.3 Technological Change ...............................................................1.1.4 Competitive Environment...........................................................1.2 Role: What a Brand Is and What It Is Not.............................................1.2.1 Different Brand Types.................................................................1.2.2 Consumer Product Brands.........................................................1.2.3 Service Brands...........................................................................1.2.4 Destination Brands.....................................................................1.2.5 Place Brands...............................................................................1.2.6 Thematic Brands.........................................................................1.2.7 Geographic versus Thematic Branding......................................1.2.8 Events: Reinforcing the Brand....................................................1.3 The Future............................................................................................1.3.1 Travel Motivation: The Experience Economy.............................1.3.2 Commodities versus Brands.......................................................1.3.3 From ‘Destination’ to ‘Place’.......................................................1.3.4 Branding in the Digital Age.........................................................
2 Practical Guide to Branding Strategy....................................................
2.1 Introduction..........................................................................................2.2 Defining Branding Objectives...............................................................
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