Brand meaning and destination brand image: A reconciliation

Several studies discuss and evaluate brand image in the fields of tourism and destination brands. These studies suggest various dimensions and attributes and two problems are highlighted here. First, the destination image literature suggests that cognitive attributes are insufficient to describe a destination brand image and other dimensions need to be incorporated. Second, there has been little attention to understanding brand meaning in the context of a destination. This is a problem since understanding brand image on its own is inadequate to developing a strong destination brand, and understanding brand image and meaning together will help capture a more holistic perspective of a destination. Clearly, there is a need to involve the following to have a more holistic understanding of the destination brand image and meaning. This paper proposes a conceptual framework that includes cognitive- experiential-affective attributes that help in the evaluation of a destination brand image which is a significant component of brand meaning. Future research may apply this conceptual framework employing a brand association approach using qualitative and quantitative methods to explore and validate the conceptual framework suggested.