The role of brand elements in destination branding

KLADOU, Stella, KAVARATZIS, M., RIGOPOULOU, E. and SALONIKA, E. (2016). The role of brand elements in destination branding. Journal of Destination Marketing & Management. (In Press)

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Official URL: http://www.sciencedirect.com/science/article/pii/S...
Link to published version:: 10.1016/j.jdmm.2016.06.011

Abstract

This article evaluates the contribution of commonly used symbolic elements, namely destination name, logo and tagline to the establishment of the destination brand. The conceptual framework is developed combining suggestions on the role and significance of symbolic brand elements for commercial brands with the literature on destination and place branding and draws particularly on the recent identity-based approach to place brands. The article reports on field research that operationalized the theoretical framework to examine the perceptions of visitors to Greece. Although the name is clearly more influential, the overall contribution of the symbolic elements to the brand is proven to be limited. This implies that destinations need to prioritize other aspects of the branding effort. Keywords: Destination branding, Place brands, Destination identity, Name, Tagline, Logo

Item Type: Article
Research Institute, Centre or Group: Sheffield Business School Research Institute > Service Sector Management
Identification Number: 10.1016/j.jdmm.2016.06.011
Depositing User: Jill Hazard
Date Deposited: 01 Sep 2016 08:43
Last Modified: 10 Dec 2016 08:19
URI: http://shura.shu.ac.uk/id/eprint/13315

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