TITLE

The place to be

AUTHOR(S)
Hayman, Michael
PUB. DATE
June 2006
SOURCE
Brand Strategy;Jun2006, Issue 203, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the factors to be considered in achieving destination brand status. Harnessing the intangible assets that have created value for consumer products such as brand, image, identity and story-telling is the key to creating standout in the mature foreign direct investment market. A vital role is plated by architecture in the image of a destination.
ACCESSION #
21332068

 

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