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Global Brand Strategy

Progressive Destinations Take the Lead in Developing “Genuine” Brands

A “genuine destination brand” is more than a marketing campaign and a logo. “Becoming a Genuine Brand requires something more complex,” says Duane Knapp, an internationally recognized brand expert and president of BrandStrategy, Inc. “Successful brands are built on a promise.”

Knapp has spent three years working with the Destination Marketing Association International (formerly IACVB), and – around the world -CVBs have embraced and implemented his strategic approach to destination brand development. Each destination works to clearly define the points that differentiate it from competitors in the minds of visitors and to create a “promise” that frames the destination experience for its visitors.

The process of developing a destination brand includes:

Brand Assessment
Brand Blueprint
Brand Cuturalization

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