TurismOk - Centro servizi della Valle d'Aosta specializzato nel settore turistico

Brandingis a key activity for a tourism destination. Creating a brand that encompassesand represents the main traits of a destination is necessary not only tocommunicate and promote it on the market, but also to manage and coordinate allthe destination stakeholders. Therefore, destination branding must beconsidered as a management functionrather than a marketing activity. Thereare two phases in destination branding:

• internal branding: creation andmanagement of a brand identity, corporate communication and stakeholders management
• external branding: brand deliverythrough all the marketing channels - media campaign, promotion, web 2.0 etc.