Destination branding: a critical overview

The concepts of brand, brand image, and brand personality are well documented in literature but their application to tourism and destinations is relatively new. Destinations need to create a brand to help their positioning and to emphasize the uniqueness of the place. This paper examines the concepts of brand image and brand personality and its applications in the field of tourism destinations, in order to understand the common ground as well as the boundaries between the two constructs. From the comparative analysis of concepts of brand image and brand personality, a framework which interrelates and explains the common grounds of these concepts is suggested.