Destination brand performance measures : a consumer based brand equity approach

Destination Marketing organisations worldwide are increasingly focusing attention towards the development of place brand campaigns. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research relating to performance measures for destination brand campaigns. The paper reports the measure of consumer based brand equity for a competitive set of destinations in Australia. Measure of brand salience, brand associations and brand resonance, in the context of domestic short break holidays, provides benchmarks for which a competitive set of destinations are able to track the future performance of their respective brand campaigns in their most important market. The model is applicable for destinations in other parts of the world.