The document discusses key concepts related to destination branding including defining what a destination brand is, the importance of destination image, positioning, and the five phases of developing a destination brand identity. It notes that a destination brand differentiates a place, conveys its unique personality, and is not just a slogan or logo. It also provides examples of successful destination branding campaigns internationally, nationally, and for Midwest regions.

1. Destination Branding PESHWA ACHARYA Permission to quote is kindly provided if appropriate reference given.

3. Are You Confused about Destination Branding? Image Perception Positioning Sustainable Competitive Advantage Product Differentiation Branding A plethora of terms

5. Destination Image

9. Destination Positioning

12. Positioning Success Stories The Uncola Where’s the beef?

13. Destination Branding

15. The Great Power of Brand Names

21. Corporate Tourism Brands

22. Destination Branding Successes: International

23. 1969 mid-1970s Destination Branding Successes: National

24. Destination Branding Successes: Midwest Regional

29. 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