Deck 7: Destination Brand Identity

Question 1

Increased competition is leading to increases in the ________________ of tourism products:

A) Heterogeneity
B) Costs
C) Tariffs
D) Commodification

Answer 1

D

Question 2

In branding design, the destination image desired in the market by the DMO is representative of:

A) brand positioning
B) brand image
C) brand identity
D) All of the above

Answer 2

C

Question 3

In branding design, the actual perceptions held by consumers is representative of:

A) brand positioning
B) brand image
C) brand identity
D) All of the above

Answer 3

B

Question 4

The first destination branding journal article was published in the:

A) 1900s
B) 1920s
C) 1950s
D) 1990s

Question 5

Tourism Australia (NTO), Tourism Queensland (STO), Brisbane Marketing (RTO) and Southbank (Precinct) are an example of a brand ___________.

A) portfolio
B) rationalisation
C) equity
D) hierarchy

Question 6

Underpinning the adoption of consumer-based brand equity by a DMO as a branding performance measure is the notion:

A) there must be a financial value of the destination brand on the balance sheet
B) consumers' perceptions are paramount in brand performance measurement
C) branding performance is measured by actual visitor numbers
D) all of the above

Question 7

Of the following, which is the most important role of a destination brand?

A) To impress destination stakeholders
B) To design a recognisable logo
C) To differentiate the destination
D) To receive more government funding

Question 8

The financial value of a brand on a firm's balance sheet is commonly referred to as:

A) Brand equity
B) Brand identity
C) Brand position
D) All of the above

Question 9

Which of the following is critical for successful branding:

A) The pricing strategy is based on consumers' perceptions of value
B) The brand is properly positioned in the market by offering a distinctive value
C) The brand is consistent
D) All of the above

Question 10

It has been suggested the biggest brands in the travel and tourism sector are:

A) destinations
B) cruise ship companies
C) hotels
D) rental car companies