Organic: Images formed by individuals themselves through such things as past experiences with destinations, and through unbiased sources of information (e.g., news reports, movies, newspaper articles, etc.).
Induced: Images created through information received from external sources, including destination advertising and promotion.
“ Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is you position the product in the mind of the prospect.”
Al Ries and Jack Trout. Positioning: The Battle for Your Mind.
“ Positioning begins with the customer. But positioning is not so much what you say about your products or company as much as it is what your customers say about you.”
“ A brand is a name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
Kotler, Philip. (2000). Marketing management: The millennium edition . Prentice-Hall, p. 404
Destination branding is about combining all things associated with the 'place' (i.e., its products and services from various industries -- agriculture; tourism; sports; arts; investment; technology; education, etc.) that collaborate under one brand. Its aim is to capture the essence of the destination, in a unified manner, and can be consumed simultaneously at a symbolic and experiential level. It is then used to market those unique added values to consumer needs and sustaining its success in the face of competition.
The Destination Brand Benefit Pyramid What is the essential nature and character of the brand? What psychological rewards or emotional benefits do people get by visiting this destination? What does value mean for the typical repeat visitor? What are the tangible, verifiable, objective, measurable characteristics of the destination? What benefits to the visitor result from the destination’s features? Level 1 Level 2 Level 3 Level 4 Level 5