Architektura marki jako narzędzie budowania konkurencyjności destynacji turystycznych
Brand architecture as a tool to build competitiveness of tourism destinations

Summary/Abstract: Destination brands are a very important instrument of building its competitive advantage. However, no destination brand – either country or region – functions independently. They exist in the system that consists of the brands of other tourist areas as well as brands of individual tourist products. There are strong interactions between this system’s elements, which make it reasonable to ask how to maximize its efficiency. The concept that allows to organize brands in a portfolio is the idea of brand architecture. In this article the author presents the essence of this concept and shows how it can be adapted to the needs of place marketing, particularly for the management of destination brands.

• Details
• Contents