Destination Branding: Creating the Unique Destination Proposition.

Nigel Morgan, Annette Prichard and Roger Pride (Editors) (2001) Butterworth-Heinemann, Oxford RRP US$36.99 ISBN 0750649941PB, 224 pp.

This book examines what the authors describe as one of today's "hottest topics" among place marketers: destination branding. The authors assert that

the practice of destination branding has outpaced the discussion of this topic in the public realm. As a result they have brought together 10 chapters from practitioners and academics to discuss construction of successful destination brands. The book is based on the premise that" in today's cut-throat marketplace, only those destinations which have a clear market position and appealing attractions will remain at the top of the consumer's mind" (Crockett & Wood, p. 124). The authors find a commonality of approaches to the process of branding and recurrent themes in implementation. These include the role of politics, importance of market research, need for partnerships and alliances and the value of "brand champions".

The book is divided into two parts--the first focuses on concepts, processes and issues involved in branding a destination while the second part contains three case studies of successful destination branding (Wales, Western Australia and Louisiana) along with the use of events and the world wide web as "tools" for destination branding. The chapters primarily focus on the branding of countries or states as destinations although there is some reference to the linking of products, sub-brands and peripheral destinations into the branding process. Although the book focuses on destination branding as a means of generation of tourism visitation, the idea of linking tourism and economic development under a brand is also discussed. In chapter 2, a number of common issues involved in the branding process are identified. One common theme is the politics of developing, implementing and maintaining brands in a private/public sector partnership in an uncertain environment. This high-lights the role of local and regional politics in the development of branding campaigns. The challenge of developing a unique destination proposition is another theme and the importance of market research and objectivity is stressed in achieving this. Other themes are the importance of creating synergy between disparate products and organisations to provide cohesion and continuity in a brand and the problem of educating different publics on the benefits of destination branding.

The book moves the study of branding destinations away from a purely advertising to consider important issues involved in developing and implementing a branding strategy such as involvement and education of government partners, addressing local and regional political issues and clarification of objectives. It provides thought provoking suggestions for linking destination branding with events, illustrating this with a case study of "The Sydney Olympics" as well as use of new media (world wide web). Most importantly a number of cases discuss the evaluation of branding campaigns.

The book is mostly enthusiastic about branding destinations although some negatives are mentioned in passing. Chris Ryan raises cogent issues concerning the cultural representativeness of destination brands while Roger Pride at least asks the question of whether conventional branding techniques are appropriate when considering a destination. One area missing is a discussion of the involvement of tourism industry partners and the creation of tactical cooperative marketing linked to the branding program. Another somewhat presumptions suggestion for further research follows Roger Pride's assertion that "destination managers are not regarded as being at the cutting-edge of branding theory and practice" (p. 110). It would be useful if future discussion of destination branding provided a critique of current practice compared to that used in other industries.

Overall, Destination Branding fulfils a role of illuminating an area of tourism marketing that few experience first hand. It provides a useful case based text for more advanced undergraduate students as well as those interested in understanding how and why governments around the world spend $350 million a year on destination advertising.

Noel Scott
Griffith University, Australia