This study will highlight how the Danube Region, with its rich and colourful heritage, offers many opportunities for branding. You will find a detailed study of the data, research and relevant information on cultural tourism entailed in developing successful strategies to promote sustainable tourism and capitalise on cultural, nature and tourism projects.
Developing a "Smart Destination Danube”, promoting cultural heritage and building on the Cultural Routes of the Council of Europe such as the Art Nouveau Network, and new projects such as the Iron Age Route is vital for destinations to distinguish themselves from others in order to increase benefits for communities and regions. Branding is imperative in the creation and dissemination of an attractive image for tourists, through to investors. Anyone interested in the process of branding in the Danube 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 PART I – BRAND AUDIT OF THE DANUBE REGION
1. BRAND AUDIT METHODOLOGY
1.1 ONLINE SURVEY
1.2 SEMI-STRUCTURED INTERVIEWS
2. SURVEY RESULTS
2.1 CULTURAL ROUTES QUESTIONNAIRE
2.2 CULTURE AND TOURISM STAKEHOLDERS’ QUESTIONNAIRE
PART II – BRAND STRATEGY DEVELOPMENT OF THE DANUBE REGION 1. INTRODUCTION 2. ANALYSIS OF THE PERCEPTION OF THE DANUBE REGION
2.1 ANALYSIS OF THE QUESTIONNAIRES
2.2 SWOT ANALYSIS
3. DESTINATION BRANDING
3.1 BRAND-BUILDING MODELS
3.2 BRAND PYRAMID MODEL
3.3 THE DANUBE REGION BRAND PYRAMID
3.4 BRAND ASSETS TEMPLATE
3.5 BRAND POSITIONING
4. RECOMMENDATIONS PART III – BRAND IMPLEMENTATION OF THE DANUBE REGION 1. INTRODUCTION 2. THE DANUBE REGION’S BRAND PERSONALITY GUIDELINES 3. THE DANUBE REGION’S BRAND VISUAL GUIDELINES
3.1 LOGO
3.2 SLOGAN
3.3 FONTS AND COLOURS
3.4 PHOTOGRAPHY
3.5 TONE OF VOICE
4. DANUBE REGION BRAND PRODUCT DEVELOPMENT 5. DANUBE REGION BRAND COMMUNICATION ACTIVITIES AND TOOLS
5.1 ANALYSIS OF THE QUESTIONNAIRES
5.2 RECOMMENDATIONS FOR COMMUNICATION ACTIVITIES AND TOOLS
5.3 DIGITAL MARKETING ACTIONS AND TOOLS
5.4 CONTENT
5.5 THE DANUBE REGION WEBSITE
5.6 SOCIAL MEDIA
5.7 TRADITIONAL MARKETING ACTIVITIES AND TOOLS
6. CONCLUSION BIBLIOGRAPHY ELECTRONIC SOURCES
