Brand Architecture Destination and Cobranding of Tourist Brands: Approaches to Territorial Governance

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Published: Sep 23, 2018

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María José Cerdá Bertomeu
Instituto Mediterráneo de Estudios de Protocolo (Centro Adscrito a la Universidad Miguel Hernández de Elche)
Spain
https://orcid.org/0000-0002-1180-7825
Vol. 12 No. 2 (2018), Articles, pages 43-59
DOI: https://doi.org/10.17979/rotur.2018.12.2.3452
Submitted: May 2, 2018 Accepted: Jul 24, 2018 Published: Sep 23, 2018
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Abstract

A Destination can be understood as the conglomeration of many brands that represent different audiences with different interests. The way in which formal relationships between brands are established is called 'Brand Architecture' in marketing. The strategies to perform cobranding are ’Branded House’, ‘House of Brands’ and ‘Endorsed Brands’. The choice of a strategy implies that some interests have predominated over others in the design of the governance strategy for the territory.

Keywords:

destination brands, cobranding, brand architecture, governance, events

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