Array ( [id] => 2 [link] => [name] => [desc] => [children] => Array ( [0] => Array ( [id] => 7 [link] => https://edoc.coe.int/en/7-online-resources [name] => Online resources [desc] => [children] => Array ( [0] => Array ( [id] => 378 [link] => https://edoc.coe.int/en/378-the-council-of-europe-in-brief [name] => The Council of Europe in brief [desc] => [children] => Array ( [0] => Array ( [id] => 364 [link] => https://edoc.coe.int/en/364-map-of-the-member-states [name] => Map of the member states [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 381 [link] => https://edoc.coe.int/en/381-an-overview [name] => An overview [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 408 [link] => https://edoc.coe.int/en/408-annual-activity-report [name] => Annual activity report [desc] => [children] => Array ( ) ) ) ) [1] => Array ( [id] => 170 [link] => https://edoc.coe.int/en/170-human-rights [name] => Human rights [desc] => [children] => Array ( [0] => Array ( [id] => 172 [link] => https://edoc.coe.int/en/172-european-convention-on-human-rights [name] => European Convention on Human Rights [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 374 [link] => https://edoc.coe.int/en/374-fundamental-freedoms [name] => Fundamental freedoms [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 191 [link] => https://edoc.coe.int/en/191-violence-against-women [name] => Violence against women [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 187 [link] => https://edoc.coe.int/en/187-children-s-rights [name] => Children's rights [desc] => [children] => Array ( ) ) [4] => Array ( [id] => 192 [link] => https://edoc.coe.int/en/192-trafficking-in-human-beings [name] => Trafficking in human beings [desc] => [children] => Array ( ) ) [5] => Array ( [id] => 372 [link] => https://edoc.coe.int/en/372-refugees [name] => Refugees [desc] => [children] => Array ( ) ) [6] => Array ( [id] => 176 [link] => https://edoc.coe.int/en/176-death-penalty [name] => Death penalty [desc] => [children] => Array ( ) ) [7] => Array ( [id] => 177 [link] => https://edoc.coe.int/en/177-prevention-of-torture [name] => Prevention of torture [desc] => [children] => Array ( ) ) [8] => Array ( [id] => 178 [link] => https://edoc.coe.int/en/178-racism [name] => Racism [desc] => [children] => Array ( ) ) ) ) [2] => Array ( [id] => 179 [link] => https://edoc.coe.int/en/179-democracy [name] => Democracy [desc] => [children] => Array ( [0] => Array ( [id] => 180 [link] => https://edoc.coe.int/en/180-local-democracy [name] => Local democracy [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 182 [link] => https://edoc.coe.int/en/182-elections [name] => Elections [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 181 [link] => https://edoc.coe.int/en/181-world-forum-for-democracy [name] => World Forum for Democracy [desc] => [children] => Array ( ) ) ) ) [3] => Array ( [id] => 233 [link] => https://edoc.coe.int/en/233-law [name] => Law [desc] => [children] => Array ( [0] => Array ( [id] => 234 [link] => https://edoc.coe.int/en/234-organised-crime [name] => Organised crime [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 235 [link] => https://edoc.coe.int/en/235-corruption [name] => Corruption [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 237 [link] => https://edoc.coe.int/en/237-data-protection [name] => Data protection [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 175 [link] => https://edoc.coe.int/en/175-european-prison-reform [name] => European prison reform [desc] => [children] => Array ( ) ) [4] => Array ( [id] => 238 [link] => https://edoc.coe.int/en/238-terrorism [name] => Terrorism [desc] => [children] => Array ( ) ) [5] => Array ( [id] => 239 [link] => https://edoc.coe.int/en/239-efficiency-of-justice [name] => Efficiency of justice [desc] => [children] => Array ( ) ) [6] => Array ( [id] => 379 [link] => https://edoc.coe.int/en/379-international-law [name] => International law [desc] => [children] => Array ( ) ) ) ) [4] => Array ( [id] => 193 [link] => https://edoc.coe.int/en/193-society [name] => Society [desc] => [children] => Array ( [0] => Array ( [id] => 194 [link] => https://edoc.coe.int/en/194-living-together-diversity-and-freedom-in-europe [name] => Living Together - Diversity and Freedom in Europe [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 195 [link] => https://edoc.coe.int/en/195-european-social-charter [name] => European Social Charter [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 205 [link] => https://edoc.coe.int/en/205-drug-policies [name] => Drug policies [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 196 [link] => https://edoc.coe.int/en/196-migration [name] => Migration [desc] => [children] => Array ( ) ) [4] => Array ( [id] => 197 [link] => https://edoc.coe.int/en/197-council-of-europe-development-bank [name] => Council of Europe Development Bank [desc] => [children] => Array ( ) ) [5] => Array ( [id] => 222 [link] => https://edoc.coe.int/en/222-lgbt [name] => LGBT [desc] => [children] => Array ( ) ) [6] => Array ( [id] => 223 [link] => https://edoc.coe.int/en/223-people-with-disabilities [name] => People with disabilities [desc] => [children] => Array ( ) ) [7] => Array ( [id] => 190 [link] => https://edoc.coe.int/en/190-gender-equality [name] => Gender equality [desc] => [children] => Array ( ) ) ) ) [5] => Array ( [id] => 198 [link] => https://edoc.coe.int/en/198-new-technologies-medias [name] => New technologies / Medias [desc] => [children] => Array ( [0] => Array ( [id] => 199 [link] => https://edoc.coe.int/en/199-internet [name] => Internet [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 200 [link] => https://edoc.coe.int/en/200-children-and-the-internet [name] => Children and the Internet [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 201 [link] => https://edoc.coe.int/en/201-media [name] => Media [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 202 [link] => https://edoc.coe.int/en/202-cybercrime [name] => Cybercrime [desc] => [children] => Array ( ) ) [4] => Array ( [id] => 410 [link] => https://edoc.coe.int/en/410-artificial-intelligence [name] => Artificial intelligence [desc] => [children] => Array ( ) ) ) ) [6] => Array ( [id] => 203 [link] => https://edoc.coe.int/en/203-health [name] => Health [desc] => [children] => Array ( [0] => Array ( [id] => 204 [link] => https://edoc.coe.int/en/204-bioethics [name] => Bioethics [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 206 [link] => https://edoc.coe.int/en/206-medicines [name] => Medicines [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 207 [link] => https://edoc.coe.int/en/207-health-care [name] => Health care [desc] => [children] => Array ( ) ) ) ) [7] => Array ( [id] => 208 [link] => https://edoc.coe.int/en/208-culture-heritage-nature [name] => Culture, heritage, nature [desc] => [children] => Array ( [0] => Array ( [id] => 210 [link] => https://edoc.coe.int/en/210-european-cultural-convention [name] => European Cultural Convention [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 211 [link] => https://edoc.coe.int/en/211-intercultural-and-interreligious-dialogue [name] => Intercultural and interreligious dialogue [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 212 [link] => https://edoc.coe.int/en/212-environment [name] => Environment [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 214 [link] => https://edoc.coe.int/en/214-culture-and-democracy [name] => Culture and democracy [desc] => [children] => Array ( ) ) [4] => Array ( [id] => 397 [link] => https://edoc.coe.int/en/397-cultural-heritage [name] => Cultural heritage [desc] => [children] => Array ( ) ) ) ) [8] => Array ( [id] => 215 [link] => https://edoc.coe.int/en/215-the-council-of-europe-and-the-european-union [name] => The Council of Europe and the European Union [desc] => [children] => Array ( [0] => Array ( [id] => 216 [link] => https://edoc.coe.int/en/216-different-roles-shared-values [name] => Different roles, shared values [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 217 [link] => https://edoc.coe.int/en/217-partnerships [name] => Partnerships [desc] => [children] => Array ( ) ) ) ) [9] => Array ( [id] => 218 [link] => https://edoc.coe.int/en/218-minority-rights [name] => Minority rights [desc] => [children] => Array ( [0] => Array ( [id] => 219 [link] => https://edoc.coe.int/en/219-national-minorities [name] => National minorities [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 220 [link] => https://edoc.coe.int/en/220-minority-languages [name] => Minority languages [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 221 [link] => https://edoc.coe.int/en/221-roma-and-travellers [name] => Roma and Travellers [desc] => [children] => Array ( ) ) ) ) [10] => Array ( [id] => 224 [link] => https://edoc.coe.int/en/224-education [name] => Education [desc] => [children] => Array ( [0] => Array ( [id] => 226 [link] => https://edoc.coe.int/en/226-teaching-history [name] => Teaching History [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 393 [link] => https://edoc.coe.int/en/393-human-rights-democratic-citizenship-and-interculturalism [name] => Human rights, democratic citizenship and interculturalism [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 394 [link] => https://edoc.coe.int/en/394-language-learning [name] => Language learning [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 398 [link] => https://edoc.coe.int/en/398-teacher-education [name] => Teacher education [desc] => [children] => Array ( ) ) ) ) [11] => Array ( [id] => 382 [link] => https://edoc.coe.int/en/382-youth [name] => Youth [desc] => [children] => Array ( [0] => Array ( [id] => 392 [link] => https://edoc.coe.int/en/392-youth-in-europe [name] => Youth in Europe [desc] => [children] => Array ( ) ) ) ) [12] => Array ( [id] => 383 [link] => https://edoc.coe.int/en/383-sport [name] => Sport [desc] => [children] => Array ( [0] => Array ( [id] => 384 [link] => https://edoc.coe.int/en/384-sport-for-all [name] => Sport for all [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 390 [link] => https://edoc.coe.int/en/390-doping [name] => Doping [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 391 [link] => https://edoc.coe.int/en/391-violence-in-sport [name] => Violence in sport [desc] => [children] => Array ( ) ) ) ) [13] => Array ( [id] => 240 [link] => https://edoc.coe.int/en/240-institutions [name] => Institutions [desc] => [children] => Array ( [0] => Array ( [id] => 242 [link] => https://edoc.coe.int/en/242-parliamentary-assembly [name] => Parliamentary Assembly  [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 243 [link] => https://edoc.coe.int/en/243-congress-of-local-and-regional-authorities [name] => Congress of Local and Regional Authorities  [desc] => [children] => Array ( ) ) [2] => Array ( [id] => 244 [link] => https://edoc.coe.int/en/244-european-court-of-human-rights [name] => European Court of Human Rights [desc] => [children] => Array ( ) ) [3] => Array ( [id] => 245 [link] => https://edoc.coe.int/en/245-human-rights-commissioner [name] => Human Rights Commissioner [desc] => [children] => Array ( ) ) [4] => Array ( [id] => 246 [link] => https://edoc.coe.int/en/246-conference-of-ingos [name] => Conference of INGOs [desc] => [children] => Array ( ) ) [5] => Array ( [id] => 247 [link] => https://edoc.coe.int/en/247-conferences-on-the-future-of-the-european-court-of-human-rights [name] => Conferences on the future of the European Court of Human Rights [desc] => [children] => Array ( ) ) ) ) [14] => Array ( [id] => 386 [link] => https://edoc.coe.int/en/386-resources-for-young-people [name] => Resources for young people [desc] => [children] => Array ( [0] => Array ( [id] => 387 [link] => https://edoc.coe.int/en/387-6-10-years [name] => 6 - 10 years [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 389 [link] => https://edoc.coe.int/en/389-11-18-years [name] => 11 - 18 years [desc] => [children] => Array ( ) ) ) ) [15] => Array ( [id] => 402 [link] => https://edoc.coe.int/en/402-resources-for-teachers [name] => Resources for teachers [desc] => [children] => Array ( [0] => Array ( [id] => 404 [link] => https://edoc.coe.int/en/404-educational-tools [name] => Educational tools [desc] => [children] => Array ( ) ) [1] => Array ( [id] => 407 [link] => https://edoc.coe.int/en/407-history-teaching [name] => History teaching [desc] => [children] => Array ( ) ) ) ) ) ) ) ) 1

Catalog

Newsletter

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

Cultural heritage
Format : PDF
Routes4U_18
Type of document :
Document
Format :
PDF
Language :
English
Size :
4.21 MB
Number of pages :
136
Free
Fichier indisponible, contactez-nous pour plus d'informations
To receive multiple printed copies, subject to availability, please contact us
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