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The management of destination brands: Five guiding principles based on recent developments in corporate branding theory

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Abstract

In recent years there has been an emerging literature with regard to corporate brands and their management. This paper examines the relevance and potential contribution of this literature to the management of destination brands. It is evident that there are important features of destination brands that distinguish them from product brands and that these have led to differences in the way destination brands are created, developed and maintained. The paper concludes that corporate brands, in contrast, share similarities with destination brands and that the emerging literature on corporate branding can therefore make an important contribution to our understanding of the particular problems of destination brand management and how it might be improved. The paper presents five guiding principles and a framework for the management of destination brands based upon the literature reviewed. An agenda for future consideration and research is also presented.

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Authors and Affiliations

  1. International Institute for Culture, Tourism and Development, London Metropolitan University, 277-281 Holloway Road, London, N7 8HN, UK

    Graham Hankinson

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  1. Graham Hankinson
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Correspondence to Graham Hankinson.

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1began his career as a market and social researcher. He has held professorial positions at Thames Valley University and the University of Lincolnshire and Humberside. He now teaches and researches in the International Institute for Culture, Tourism and Development at London Metropolitan University. His recent research and publications focus on place brands and their management.

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Hankinson, G. The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. J Brand Manag 14, 240–254 (2007). https://doi.org/10.1057/palgrave.bm.2550065

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