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Place Branding and Public Diplomacy

, Volume 10, Issue 1, pp 87–102 | Cite as

Destination branding: A reflective analysis of Brand Cape Verde

  • Edson Redy Moreira Dos SantosEmail author
  • María Lorena Rodríguez Campo
Case Study

Abstract

The tourism industry in Cape Verde is recognized by the Government as a key strategic sector in the socio-economic development process of the country. Over the course of 12 years (2000–2012), tourism in Cape Verde grew at an average of 17.5 per cent annually. Despite the recognizable contributions, as of 2009, Cape Verde lacked a meaningful destination brand identity. Therefore, in spring 2010, the Ministry of Tourism of Cape Verde embarked on a mission to create Brand Cape Verde. This approach was aimed to improve the business environment, differentiate from competitors, foster innovation and position the country competitively in the global marketplace. The concept of destination branding is premised on the objective of understanding the key elements of visual communication identity as well as the differentiated attributes of a place. However, such understanding cannot be achieved effectively when the people within a country act independently. Using secondary resource, this study seeks to discuss the destination-branding process in Cape Verde, and bring to light the evolution of its tourism industry. A critical analysis of the branding process was highlighted by performing a SWOT Analysis of Brand Cape Verde.

Keywords

brand destination branding Cape Verde Brand Cape Verde 

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  • Edson Redy Moreira Dos Santos
    • 1
    Email author
  • María Lorena Rodríguez Campo
  1. 1.The School of Business and Social Science (ISCET) – PortugalPortoPortugal

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