Successful Destination Branding: Experiences from an Innovator

Abstract

It is indisputable: The decision to purchase a certain product is affected much more by emotions than it is by reason. This has become a truism amongst all companies producing brand quality consumer goods. Brands try to add an underlying philosophy or attitude to products, so that in this world where basic needs are satisfied, consumers buy to a great part the values connected with a product instead of buying the product itself. Ever since it became clear that the purchase of a new car does not serve the need of locomotion but the achievement of a social standard, AUDI has not sold cars but rather “Vorsprung durch Technik” (advancement through technology); BMW sells the lifestyle of “sportive driving” and Geox “breathes”. Brands serve the purpose of making customers feel loyal to their “values”. The brand gives the customer confidence, and the customer trusts the brand.