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 Danube Region - Analysis and Recommendations (Routes 4U 16) (2020)

Cultural heritage
Format : PDF
Routes4U_16
Type of document :
Document
Format :
PDF
Language :
English
Size :
3.64 MB
Number of pages :
98
Free
Fichier indisponible, contactez-nous pour plus d'informations
To receive multiple printed copies, subject to availability, please contact us
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