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Branding Strategy for the Alpine Region - Analysis and Recommendations (Routes 4U 18) (2020)

Cultural heritage
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Routes4U_18
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This study spotlights the Alpine Region’s distinct aesthetic elements of nature and culture, inviting travellers to experience its beautiful landscapes and traditions. The report shows the region’s main strengths of heritage, mountains, hospitality and sports, inviting travellers to further explore its diverse culture. There are more than a dozen Certified Cultural Routes of the Council of Europe traversing the region and many more well under development. The research highlights the opportunities for the Alpine Region, as well as openings for co-operation between countries and local authorities that can further strengthen this wonderful cultural destination. Anyone interested in the process of branding in the Alpine Region is sure to find this study useful. The recommendations of this study are published in the Tourism Catalogue of the Cultural Routes of the Council of Europe in the EU macro-regions.
PREFACE 
INTRODUCTION 
EXECUTIVE SUMMARY
1. INTRODUCTION 
1.1. BACKGROUND AND OVERVIEW OF THE ALPINE REGION 
1.2. THE CULTURAL ROUTES OF THE COUNCIL OF EUROPE 
1.3. AIMS AND OBJECTIVES OF THE STUDY 
PART 1 - BRAND AUDIT OF THE ALPINE REGION 
1. OVERVIEW OF THE BRAND AUDIT PHASE 
1.1. METHODOLOGY OF THE ALP BRAND AUDIT 
2. SURVEY RESULTS 
2.1. CULTURAL ROUTES QUESTIONNAIRE 
2.2. CULTURE AND TOURISM STAKEHOLDERS’ QUESTIONNAIRE 
2.3. ALP VISITORS’ QUESTIONNAIRE 
PART 2 - BRAND STRATEGY DEVELOPMENT OF THE ALPINE REGION 
1. INTRODUCTION 
2. ANALYSIS OF THE CURRENT ALP BRAND 
2.1. ALP BRAND CREATION AND IMPLEMENTATION 
2.2. BRANDING OBJECTIVES 
2.3. CURRENT PERCEPTION OF THE ALP BRAND 
2.4. CURRENT PERCEPTION OF THE ALP CULTURAL ROUTES BRAND 
2.5. EXISTING ALP CULTURAL ROUTES BRAND POSITIONING AMONGST COMPETITORS 
2.6. THE ALP BRAND – UNDERSTANDING THE DIFFERENCES, STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS 
2.7. COMMON ELEMENTS FROM SWOT ANALYSES 
3. CREATING AN ALP BRAND – BRAND STRATEGY DEVELOPMENT 
3.1. ELEMENTS OF BRANDING 
3.2. KEY FACTORS TO BE CONSIDERED IN ALP BRAND DEVELOPMENT 
3.3. ALP BRAND STRATEGY DEVELOPMENT – THE ALP BRAND PYRAMID 
3.4. DISCUSSION ON THE PROPOSED BRAND DEVELOPMENT 
4. RECOMMENDATIONS FOR INTEGRATING THE BRAND INTO MARKETING ACTIVITIES 
5. CONCLUSION
PART 3 - BRAND IMPLEMENTATION OF THE ALPINE REGION 
1. ALP BRAND HANDBOOK 
2. BRAND PERSONALITY GUIDELINES 
2.1. ALP BRAND STORY 102
2.2. ALP BRAND VALUES AND PERSONALITY 
2.3. ALP’S BRAND PROMISE AND VALUE PROPOSITION 
3. VISUAL TECHNICAL DESIGN BRIEF GUIDELINES 
3.1. LOGO 
3.2. ALP SLOGAN 
3.4. IMAGES 
3.5. TONE OF VOICE
3.6. BRAND GUIDELINES SUMMARY 
4. ALP BRAND PRODUCT DEVELOPMENT 
4.1. PREREQUISITES FOR PRODUCT DEVELOPMENT 
4.2. PRODUCT DEVELOPMENT GUIDELINES FOR THE ALP BRAND 
4.2.1 CULTURAL CARD DEVELOPMENT FOR THE ALP BRAND 
4.2.2. ALP PRODUCT DEVELOPMENT – THE VIA FRANCIGENA ROUTE CASE STUDY 
5. COMMUNICATION ACTIVITIES AND TOOLS 
5.1. PROMOTING THE ALP BRAND ACCORDING TO THE RESEARCH 
5.2. CURRENT MARKETING STRATEGY AND ACTIONS OF THE VIA FRANCIGENA 
5.3. GENERAL RECOMMENDATIONS FOR COMMUNICATION ACTIVITIES AND TOOLS 
5.4. DIGITAL MARKETING ACTIONS AND TOOLS 
6. CONCLUSION AND RECOMMENDATIONS 
CONCLUSION 
BIBLIOGRAPHY

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