<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong brand’ is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination’s ‘DNA’ or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos.</p>
</abstract>

Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong brand’ is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination’s ‘DNA’ or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos.

Destination Brandscapes. Integration of Landscape Elements into Destination Brands

Department of Geography and Regional Science

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong...

Destination Brandscapes. Integration of Landscape Elements into Destination Brands

Published Online: Jul 03, 2024

Page range: 286 - 304

Received: Oct 25, 2023

Accepted: Feb 20, 2024

DOI: https://doi.org/10.2478/euco-2024-0016

Keywords
Place brands, landscape aesthetics, identity-based destination management, logo, tourism

© 2024 Jasmin Sandriester et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Destination Brandscapes. Integration of Landscape Elements into Destination Brands

Published Online: Jul 03, 2024

Page range: 286 - 304

Received: Oct 25, 2023

Accepted: Feb 20, 2024

DOI: https://doi.org/10.2478/euco-2024-0016

KeywordsPlace brands, landscape aesthetics, identity-based destination management, logo, tourism

© 2024 Jasmin Sandriester et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Place brands, landscape aesthetics, identity-based destination management, logo, tourism