Brand Element: Exploring the Effect on City Branding
DOI:
https://doi.org/10.26668/businessreview/2022.v7i4.e750Keywords:
Brand Element, Brand Identity, Destination Branding, City BrandingAbstract
Purpose: This study evaluates the contribution of symbolic brand elements such as the destination name, logo, and tagline to forming a destination brand.
Theoretical framework: Branding is identified with a symbolic element in a product. In the context of destination branding, an emblem or logo promises a tourist experience that can be remembered and associated with a particular destination by tourists or visitors. (Mihalis Kavaratzis & Hatch, 2013)
Design/methodology/approach: The article reports on field research that operationalizes a theoretical framework to examine visitor perceptions of West Java—involving 322 respondents, namely visitors to tourist destinations in West Java.
Findings: The name of the destination is the most contributing element to the formation of the West Java destination brand. In addition, the name of the destination is accessible for visitors to remember and influences their visit decision. However, according to respondents, taglines and logos are also essential elements in branding destinations in West Java.
Research, Practical & Social implications: We suggest a future research agenda and highlight the symbolic brand elements in the form of brand names, logos, and slogans (or taglines) that contribute to overall destination branding in other city or country.
Originality/value: The results of this study indicate the role of the brand element of the destination name can also influence the decision of tourists to visit the destination. The results refer to brand elements (at least the tagline and logo) which are “important” for branding West Java city/district destinations.
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