Deconstructing brand equity

Research output: Chapter in Book/Report/Conference proceedingChapter

12 Scopus citations

Abstract

Abridgement: Destination brand equity is a recent line of enquiry within the academic cornnninity. The topic is still not well understood from a theoretical standpoint. This chapter attempts to frame the conceptual question of how to develop brand equity by providing some theoretical constructs for the nature of destination. Brand characteristics with respect to tangible and experiential products are examined, followed by the identification of its dimensions. Awareness, image, loyalty, quality, and value are identified as different dimensions existing within destination brands. Research that has dealt with these dimensions is discussed, with suggestions on how to build brand equity using market characteristics and their relationship to the different dimensions. Case studies are used to illustrate some of the main points from the theoretical discourse, including the issue of who controls brand identity under different development scenarios.

Original languageEnglish (US)
Title of host publicationBridging Tourism Theory and Practice
EditorsLiping Cai, William Gartner, Ana Munar
Pages51-63
Number of pages13
DOIs
StatePublished - Dec 1 2009

Publication series

NameBridging Tourism Theory and Practice
Volume1
ISSN (Print)2042-1443
ISSN (Electronic)2042-1451

Keywords

  • Brand dimensions
  • Brand equity
  • Destination brands
  • Image

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