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Destination Marketing Organisations by Steven Pike

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Chapter 6

Destination Positioning

A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands (Aaker 1996: 71).

Chapter Perspective

Positioning can be mutually beneficial for the DMO and the consumer, as it is underpinned by the philosophy of understanding and meeting unique consumer needs. For the organisation, the value of positioning lies in the link it provides between the analyses of the internal corporate and external competitive environments. Positioning can aid the DMO to “cut through” to the minds of consumers in markets that are crowded with the clutter of promotional messages of competing destinations and ...

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