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Faculty of Management, Adriatic University , Herceg Novi , Montenegro
Destination brand is the name, symbol, logo or other graphics which makes certain destination recognized. Brand is also a promise of unforgettable and unique travel experience which is brought in relation to that destination. It brings together all enjoyable moments of visiting certain destination. Branding of tourist destination should be made in stages of strategic brand management whereas the first stage should be planning of identity and positioning of destination in a way to implement brand strategy and maintain brand value. Regardless of its development, tourist destination “Montenegro” still lacks proper research of tourist market and quality strategic management of marketing instruments and activities, especially in order to develop and improve its tourist brand and its specific, integrated tourist product. The brand consists of its value, recognition and guarantee of the expectations in relation to certain tourist destination. It is expected to add value to such a destination and cut the time-span for initial response.
brand, brand management, brand value, brand positioning, tourist brand, tourist destination, country of origin, research brand, Montenegro
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