نقش عناصر برند در نام تجاری مقصد

This article evaluates the contribution of commonly used symbolic elements – namely destination name, logo and tagline – to the establishment of the destination brand. The conceptual framework is developed combining suggestions on the role and significance of symbolic brand elements for commercial brands with the literature on destination and place branding, drawing particularly on the recent identity-based approach to place brands. The article reports on field research that operationalized the theoretical framework to examine the perceptions of visitors to Greece. Although the name is clearly more influential, the overall contribution of the symbolic elements to the brand is proven to be limited. This implies that destinations need to prioritise other aspects of the branding effort.