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Communicating and Building Destination Brands With New Media

Communicating and Building Destination Brands With New Media

Anita Goyal
Copyright: © 2022 |Pages: 19
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch033
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MLA

Goyal, Anita. "Communicating and Building Destination Brands With New Media." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 573-591. https://doi.org/10.4018/978-1-6684-6287-4.ch033

APA

Goyal, A. (2022). Communicating and Building Destination Brands With New Media. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 573-591). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch033

Chicago

Goyal, Anita. "Communicating and Building Destination Brands With New Media." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 573-591. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch033

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Abstract

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.