Branding is an important marketing tool used to increase sales, profits, and customer satisfaction. A brand consists of a name, symbol, or design that identifies a product and conveys a reputation. Effective destination branding communicates rational messages about facts as well as emotional messages to invoke feelings. It seeks to attract visitors who are most likely to be satisfied and recommend the destination to others. Research such as focus groups and interviews helps define the brand proposition and ensure the needs of the largest target audience are met. The benefits of branding include increased customer loyalty, recruitment of new customers, and retention of existing customers.

1. Sales & Marketing Destination Branding