Principles of Strategic Communication

Chapter 12Branding

Learning Outcomes

After you have read the chapter, you should be able to do the following:

• Describe the elements of a brand and explain why brands are important.
• Explain how to create a brand image through tangible and intangible attributes.
• Understand how brand relationships work to create brand loyalty.
• Detail how companies build and manage brand equity.

Opening Chapter Vignette

Can a Nation Be a Brand?

According to the concept of place branding it can. Place branding is a strategic communication concept that applies similar techniques used in branding products and services to cities, regions and countries.

Tourism and tourism promotion are one area of place branding. Tourism promotion may be the most powerful way ...