Travel Reference
In-Depth Information
Figure 30.1 The destination brand benefi t pyramid (adapted from Morgan and Pritchard 2004).
commitment - which continued right up until the recent economic crisis. The suprabrand of
Spain (Espana) attracts over 50 million visitors a year and its cities (such as Barcelona, Madrid,
Valencia and Seville) and regions (such as Andalusia and Galicia) are the second-level brands.
At the country level Spain has remained remarkably constant in its advertising with each new
campaign promoting the diversity and variety of the country, focusing on its heritage and culture,
as well as its staple sun and sand product. At the heart of the brand for 30 years has been Joan
Miro's logo, designed in 1983 (the year he died) by mixing elements from his own pictures and
his own alphabet. As a piece of modern art, this logo both symbolizes Spain's past and looks
to the future and incorporates representations of the sun (yellow and red), the stars, and the
bullring (black) to portray Spain (see http://www.spain.info/). The shifts in the campaigns from
'Everything Under the Sun' (fi rst used in 1984) through to campaigns including 'Passion for
Life', 'Bravo Spain', 'Spain Marks' and 'I Need Spain' have been gradual, well thought out and
have never compromised the brand values (see http://www.ineedspain.com/). Whilst Spain
is a very successful example of this type of strategy, the disadvantage of the house of brands
strategy is that allowing numerous sub-brands to promote themselves individually within a
confi ned geographical space renders each vulnerable to marketing overlap, brand dilution and
wasted expenditure. While there is coordination between Spain's national tourism board and its
regions, there is considerable duplication of effort and room for more cohesion on a regional
sub-brand level.
The second type of brand architecture strategy is that of endorsement brands; these differ
from a house of brands in that the umbrella brand and its sub-brands are perceptually linked to
transfer general values although the link is not so overt to the extent that the core values of
individual destinations are at risk of being diluted. Endorsement brand strategies apply to
supranational brands like Britain, Scandinavia and Europe as these are umbrellas for the individual
countries within them. Britain is the suprabrand or umbrella brand and its sub-brands are
Scotland, Wales, London and the English regions, all of which are both part of, and at the same
 
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