Brand credibility: Thoughts and reflections on the credibility of place brands and whether cities, regions or destinations are perceived to be living up to their brand promise. Lack of brand credibility can become a serious vulnerability for place competitiveness and pose a potential legitimacy issue, if a country's or city's population refuse to support the brand positioning.
Destination marketing and its impact on destination sustainability is one of the topics discussed in a recent Sustainability Leaders Project interview with the Kenyan sustainable tourism consultant Judy Kepher-Gona.
For those interested in the branding and reputation of destinations, New Zealand is an intriguing case. Here's a summary of our special series on the origins, success and challenges of the country's 100% Pure New Zealand brand proposition.
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