This paper explores the demand-side perspective on tourism destination phenomenon and investigates whether more comprehensive measure for its evaluation could be applied to the destination brand. Unlike many previous studies dealing mostly with a tourism destination image concept, the approach...

The paper introduces the concept of customer-based brand equity for a tourism destination and thereby completes previous tourism destination studies which have exclusively investigated the destination image concept. Since no other authors have combined the four proposed dimensions (awareness,...

The purpose of the paper is to present a cross-cultural model of the customer-based brand equity for a tourism destination, encompassing four proposed dimensions — awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the...

Brand revitalization is a process, which is closely connected to recovering a brand, whose offer of products, as well as the consumer's attention in its competitive market are in vain. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully...

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different themes on branding, its evolving process as well as its characteristics in comparison to products. According to the modern approach the brand should be treated as a complex...

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships...

This paper explores the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies which have focused on the demand-driven, tourists’ perceived tourism destination brand image. Both researchers and practitioners have concluded that an analysis...

The paper points out the importance of evaluating the image of a destination. The author clearly emphasises the role of identity in management branding and treats the process of image evaluation as a self-analysis process leading towards building a strong destination brand. This process is even...

Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/CEOs see branding as the...