DESTINATION BRANDING

Case Study: The “New Bali” Brand After Covid-19 Era

  • Ton van Bragt Brand Design and Consultancy, Hongkong
Keywords: branding, destination, tourism

Abstract

As the world is changing, the principles of, and approaches towards, branding have changed and will continue a need for constant adaptation. Although challenging, these changes can also bring about great opportunities to re-address one’s brand in order to be prepared for future challenges. This paper firstly outlines some basic information with regards to branding principles for a company, product or service. Secondly, I have chosen for this the paper to touch upon destination marketing, destination branding and on brand design specifically. Looking broadly at the region and specifically at Bali as a tourist or visitor destination, with challenges ahead in light of a ‘post-Covid-19’ era, some ideas for growth are included here as a conversation starter for a possible ‘new Bali’ brand. I have elaborated on a few points as to how best approach a branding exercise, from the big idea to the development of visual identity to implementation of visual brand identity guidelines. The information is compiled over a period of time from various resources and from my personal experience as a brand design specialist over a period of over 30 years.

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Published
2020-10-20
How to Cite
Bragt, T. (2020). DESTINATION BRANDING. Proceeding International Conference on Multimedia, Architecture, and Design, 1, 16-24. Retrieved from https://eprosiding.idbbali.ac.id/index.php/imade/article/view/514
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