Liverpool City Brand and a Case for Rebranding Essay

Liverpool City Brand and a Case for Rebranding - Essay Example The present research has identified that the concept of city branding is fairly new and it corresponds to the development and growth of the tourism industry over the past century. This is because most cities have sought to become more competitive. This is done by packaging and presentation of their position as a tourism destination in a unique way and manner. This section of the report will provide a critical review of the concept of destination branding and brand strategy are the main tools employed by cities and communities to deal with the marketing needs of their destination. This section will examine the concepts and ideas of destination branding and how it occurs in the natural setting. Brands are marks of identification of a given kingdom, country or civilization. Destination branding creates an image and perception of a given place. In other words, it is a tool employed by city authorities and other stakeholders to present the destination to the markets and also get people to become interested in visiting the destination. This builds emotional connection as well as brand equity. â€Å"A destination brand is the totality of perceptions, thoughts, and feelings that customers hold about a place†. This implies that destination branding. This implies that destination branding is a way of creating a mental image and view of a given space or place in order to connect with the average consumer and potential tourist. Destination branding leaves an impression o a consumer and gets the consumer to build some kind of affinity or connection to a given place or destination. â€Å"Destination branding is an organizing principle that involves orchestrating the messages and experiences associated with the place to ensure that they are as distinctive, memorable and rewarding as possible. Successful destination brands reside in the customer’s hearts and minds, clearly differentiate themselves, deliver on a valued promise and supply customer desires.†