In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, 'Destination Branding: creating the unique destination proposition' demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time! Contributors to 'Destination Branding' reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text. -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
You can look at it as a choir. Any given place has hundreds of voices. If no one knows what the identity and strength of the place is, everyone will be singing different songs. Though each voice may be pretty alone, coming together they create nothing but noise. Our role is to tune those voices so they sound like a beautiful choir. They don’t have to be all the same or sing the same notes. Choirs have basses and sopranos alike, but when they come together they are going to sounds strong and complete getting a clear message out to the audience.
April 2, 1993, or Marlboro Friday , is often considered the death of the brand  – the day Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in order to compete with bargain cigarettes . Marlboro cigarettes were noted [ by whom? ] at the time for their heavy advertising campaigns and well-nuanced brand image. In response to the announcement, Wall Street stocks nose-dived  for a large number of branded companies: Heinz , Coca-Cola , Quaker Oats , PepsiCo , Tide , and Lysol . Many thought the event signalled the beginning of a trend towards "brand blindness" (Klein 13), questioning the power of "brand value".