The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different themes on branding, its evolving process as well as its characteristics in comparison to products. According to the modern approach the brand should be treated as a complex...

This chapter integrates brand identity and equity as a two-dimensional approach to destination branding. By incorporating the supply- and demand-side perspectives, the approach enables different destination stakeholders to be included in this process. Drawing on general branding and marketing...