Create a Genuine Destination Brand
Comprehensive Strategy for a Destination’s Brand
The Power of a Destination's BrandPromise
Brand Leadership to Enhance a Community's Identity

Global Destination BrandScience™

Global Destination Brand ScienceGenuine destination brands clearly follow a strategy to be perceived as distinctive from other choices, more relevant to their guests and influencers, and offer superior perceived value. In today’s challenging environment, destination marketing organizations including ports, cities, counties, chambers of commerce and convention and visitors bureaus are expected to provide brand leadership for their stakeholders,not just promote a destination. A successful destination must think like a “Genuine Brand” from two perspectives. First, as a destination for guests and second, as a marketing organization. This requires a different mindset, perspective and strategy than business as usual. Successful destinations need to be perceived as distinctive and make a BrandPromise® (Promise) commitment to their guests, stakeholders and influencers that deliver emotional and functional benefits.

Building A Genuine Destination Brand

This global book outlines the disciplined proven process by which a destination organization can make a unique and meaningful contribution to the economic viability of its community beyond routine travel and tourism promotions.

The Global Destination BrandScience Book includes BrandInsights from dozens of organizations including; Tourism Vancouver, Palm Beach County Convention and Visitors Bureau, Visit Estes Park, Louisville Convention and Visitors Bureau, Seabourn Cruise Line, Colorado Springs Convention and Visitors Bureau, and BestCities Global Alliance.

Duane Knapp is a worldwide brand expert, author of several books, and advisor to over 400 brands in 17 countries.