Voase, Richard (2012) Recognition, reputation and response: some critical thoughts on destinations and brands. Journal of Destination Marketing & Management, 1 (1-2). pp. 78-83. ISSN 2212-571X

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Abstract

It is argued that the concept of the ‘brand’ is apt to be misunderstood. This theoretical paper seeks to improve understanding through an examination of its generic nature. An authentic brand is a symbolic construct, reductionist in character, which facilitates recognition, conveys reputation, and generates an instinctive response. The reader’s response is learned through previous exposure, and is to be understood in terms of the insights afforded by post-structuralism: the brand is constructed in the reader’s mind. The brand has long been used to add a symbolic ‘personality’ to simple products; but care is needed when it is applied to geographical places which are already possessors of ‘personalities’. Moreover, the need of the tourist is to perceive the potential to explore, rather than to respond with superficial immediacy; therefore ‘branding’ requires caution. The argument is illustrated by the example of Scotland, a country replete with globally-recognised imagery and in that sense, ready-branded. Research undertaken for the paper shows that caution is, and has been, exercised in the deployment of that imagery.

Item Type:	Article
Additional Information:	It is argued that the concept of the ‘brand’ is apt to be misunderstood. This theoretical paper seeks to improve understanding through an examination of its generic nature. An authentic brand is a symbolic construct, reductionist in character, which facilitates recognition, conveys reputation, and generates an instinctive response. The reader’s response is learned through previous exposure, and is to be understood in terms of the insights afforded by post-structuralism: the brand is constructed in the reader’s mind. The brand has long been used to add a symbolic ‘personality’ to simple products; but care is needed when it is applied to geographical places which are already possessors of ‘personalities’. Moreover, the need of the tourist is to perceive the potential to explore, rather than to respond with superficial immediacy; therefore ‘branding’ requires caution. The argument is illustrated by the example of Scotland, a country replete with globally-recognised imagery and in that sense, ready-branded. Research undertaken for the paper shows that caution is, and has been, exercised in the deployment of that imagery.
Keywords:	tourism, symbolic, ideology, imagery, Baudrillard, Scotland, ref19, refdoi
Subjects:	N Business and Administrative studies > N840 International Tourism N Business and Administrative studies > N560 Promotion and Advertising L Social studies > L300 Sociology N Business and Administrative studies > N500 Marketing N Business and Administrative studies > N800 Tourism, Transport and Travel N Business and Administrative studies > N830 UK Tourism
Divisions:	College of Social Sciences > Faculty of Business & Law > Lincoln Business School
Depositing User:	Richard Voase
Date Deposited:	07 Dec 2012 10:58
Last Modified:	05 Apr 2013 14:56
URI:	http://eprints.lincoln.ac.uk/id/eprint/7066

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