PREFACE INTRODUCTION 1. BRANDING STRATEGY: INTRODUCTION
1.1 Background and overview
1.2 Cultural Routes in the AIR
PART I - BRAND AUDIT OF THE ADRIATIC- IONIAN REGION BRAND 1.THE AIR BRAND AUDIT METHODOLOGY
1.1. CULTURAL ROUTES QUESTIONNAIRE
1.1.1.Cultural Routes member survey
1.1.2.Cultural Routes stakeholder survey
1.1.3.Cultural Routes visitor survey
PART IΙ - STRATEGY DEVELOPMENT OF THE ADRIATIC-IONIAN REGION BRAND 1. ANALYSIS OF THE CURRENT AIR BRAND
1.1 CREATION AND IMPLEMENTATION OF AN AIR BRAND
1.2 BRANDING OBJECTIVES
1.3 CURRENT PERCEPTION OF THE AIR BRAND
1.4 CURRENT PERCEPTION OF THE AIR CULTURAL ROUTES BRAND
1.5 BRAND POSITIONING AMONGST COMPETITORS
1.6 THE AIR BRAND – SWOT ANALYSIS
1.7 COMMON ELEMENTS FROM SWOT ANALYSIS
2. CREATING AN AIR BRAND - BRAND STRATEGY DEVELOPMENT
2.1 THE AIR BRAND – UNDERSTANDING THE DIFFERENCES, STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS
2.2 KEY FACTORS IN BRAND DEVELOPMENT
2.3 THE AIR BRAND PYRAMID
2.4 DISCUSSION ON THE PROPOSED BRAND DEVELOPMENT
3. RECOMMENDATIONS FOR INTEGRATING THE BRAND INTO MARKETING ACTIVITIES 4. CONCLUSION PART III - IMPLEMENTATION OF THE AIR BRAND 1.AIR BRAND HANDBOOK2.BRAND PERSONALITY GUIDELINES
2.1 AIR BRAND STORY
2.2 AIR BRAND VALUES AND IDENTITY
2.2 AIR BRAND PROMISE AND VALUE PRPOSITION
3.TECHNICAL DESIGN GUIDELINES
3.1 LOGO
3.2 SLOGAN
3.3 FONTS AND COLOURS
3.4 IMAGES
3.5 TONE OF VOICE
3.6 BRAND GUIDELINES SUMMARY
4.AIR BRAND PRODUCT DEVELOPMENT
4.1 PREREQUISITES FOR PRODUCT DEVELOPMENT
4.2 REACHING DIVERSE AUDIENCES
4.3 PRODUCT DEVELOPMENT GUIDELINES
4.3.1 Development of a Cultural Card for the AIR brand
4.4 AIR PRODUCT DEVELOPMENT CASE STUDY– THE ROUTES OF THE OLIVE TREE
5.AIR BRAND COMMUNICATION ACTIVITIES & TOOLS
5.1 RESEARCH-BASED PROMOTION OF THE AIR BRAND
5.2 CURRENT ROUTES OF THE OLIVE TREE MARKETING STRATEGY
5.3 GENERAL RECOMMENDATIONS FOR COMMUNICATION ACTIVITIES AND TOOLS
5.4 DIGITAL MARKETING ACTIONS AND TOOLS
5.5 AIR CONTENT AND MESSAGE
5.6 AIR WEBSITE
5.7 SOCIAL MEDIA
5.8 EVENTS AND CONFERENCES
5.9 PUBLIC RELATIONS
5.10 TRAINING SESSIONS
5.11 MEDIA COVERAGE AND USE OF EXTERNAL RESOURCES
CONCLUSION Bibliography
