Vienna, just like Barcelona, forms part of an elite group of cities much envied for their global recognition and favourable reputation. In this case study, Bernhard Klein reflects on his experience as head of brand strategy and destination branding of Vienna, capital of Austria.
- Why destination brands matter in tourism;
- How to manage a city- or destination brand;
- How to control a brand image of a city or destination;
- How the international brand image of Vienna was determined.