Short answer
When developing products that leverage a destination's brand, prioritize marketing efforts that reinforce the destination's core positive attributes and emotional appeal.
- Field
- Innovation & Markets
- Source
- VTechWorks (Virginia Tech) (2009)
- Method
- Quantitative Research
- Evidence
- Strong effect
A strong positive image of a tourist destination directly correlates with increased consumer preference for products that extend that destination's brand. This innovation & markets research insight is drawn from a 2009 study published in VTechWorks (Virginia Tech). Using Quantitative research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When developing products that leverage a destination's brand, prioritize marketing efforts that reinforce the destination's core positive attributes and emotional appeal.
Destination Image Positively Influences Brand Extension Preference
A strong positive image of a tourist destination directly correlates with increased consumer preference for products that extend that destination's brand.
VTechWorks (Virginia Tech) · 2009
Key Findings
- 01Both cognitive and affective components of destination image are positively related to the preference for products associated with the destination brand.
- 02Preference for a destination is also positively related to the preference for products associated with that destination.
Application
Design takeaway
When developing products that leverage a destination's brand, prioritize marketing efforts that reinforce the destination's core positive attributes and emotional appeal.
How to apply
Before launching a product under a destination brand, conduct research to understand the current perception of the destination and identify which aspects of its image are most appealing to the target market.
Project actions
- 01Consider how the 'story' or 'feeling' of a place can be translated into product design and marketing.
- 02Think about the different elements that contribute to a destination's image (e.g., landmarks, culture, activities, safety).
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates the transferability of brand equity from a destination to products.
- +Differentiates between cognitive and affective components of destination image.
Limitations
The research might not account for individual differences in consumer taste or the specific quality of the brand extension product itself.
Reliability & validity
The study's validity relies on the accurate measurement of destination image and product preference. Reliability would depend on the consistency of these measurements across participants.
Think critically
To what extent does the quality of the brand extension product itself mediate the effect of destination image on preference?
Design Principles
"Brand equity is transferable; a strong destination image can be a powerful asset for brand extensions."
This insight is crucial for businesses looking to leverage established destination brands for new product launches. Understanding the components of destination image allows for targeted marketing strategies that can enhance the perceived value of brand extensions.
What This Means for Your Design
If people like a place, they'll probably like products that use that place's name.
How to use in your project
- 1.Use this research to justify why a particular brand extension strategy is likely to succeed based on the existing brand equity of the parent brand (the destination).
Add to My Project
Quick Cite
Paragraph starter
This study by Lim (2009) highlights that a destination's image, encompassing both its perceived attributes (cognitive) and emotional associations (affective), significantly influences consumer preference for associated brand extensions. This suggests that for any design project aiming to leverage a destination's brand, a robust understanding and strategic enhancement of its image are paramount for market acceptance.
Source
VTechWorks (Virginia Tech)
Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand
journal · 2009
View sourceQuestions About This Research
- What does the research say about destination image positively influences brand extension preference?
- When developing products that leverage a destination's brand, prioritize marketing efforts that reinforce the destination's core positive attributes and emotional appeal. Evidence: VTechWorks (Virginia Tech) (2009).
- Why does "Destination Image Positively Influences Brand Extension Preference" matter for design?
- This insight is crucial for businesses looking to leverage established destination brands for new product launches. Understanding the components of destination image allows for targeted marketing strategies that can enhance the perceived value of brand extensions.
- How can designers apply this research?
- When developing products that leverage a destination's brand, prioritize marketing efforts that reinforce the destination's core positive attributes and emotional appeal.
- What were the main findings?
- Both cognitive and affective components of destination image are positively related to the preference for products associated with the destination brand.. Preference for a destination is also positively related to the preference for products associated with that destination.
- What research method was used?
- Quantitative Research.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2009 journal from VTechWorks (Virginia Tech).
- What should I do differently in my next project?
- Before launching a product under a destination brand, conduct research to understand the current perception of the destination and identify which aspects of its image are most appealing to the target market.
- What are the limitations?
- The study does not specify the types of products used as brand extensions or the specific destinations studied, which could influence the generalizability of findings.