Communicating and Building Destination Brands With New Media

Anita Goyal

OAI: oai:igi-global.com:305358 • DOI: 10.4018/978-1-6684-6287-4.ch033

The chapter aims to discuss building destination brands with the use of brand placements, like in movies and in songs, brand communities, and storytelling through new media options. The objective is to share how these three tools using new media can help build a destination's brand awareness, brand recognition, brand associations, and brand personality. The chapter presents the meaning of new media and old media and then details the meaning and applications of brand placements, brand community, and storytelling. There is a discussion to understand how these three tools help build a destination brand by sharing information with consumers. The use of three techniques will help gain consumers' attention and may develop their attitudes in favour of destination brands to visit the destination.

Social Networking Business and Management Marketing Media and Communications Computer Science and Information Technology