New Zealand: The Intriguing Story of a Destination Brand

For those interested in the branding and reputation of destinations, New Zealand is an intriguing case. If that includes you, here’s a summary of our special series on the origins, success and challenges of the country’s 100% Pure New Zealand brand proposition.

Read more

Place Brand Credibility: Example New Zealand

Place brand credibility is the topic of this fourth post on New Zealand’s country image and destination branding. ‘Clean, green’ and ‘100% Pure New Zealand’ are telling examples of how difficult it is to develop a brand proposition based on environmental values, and to ensure its credibility despite changes in political leadership and priorities, and business interests not aligned with the brand.

Read more