Planning the brand identity of tourist destinations: application of the Aaker model to the Madeira island brand

Abstract

Aiming to analyze the existence of a shared vision regarding the
identity and value proposition of Madeira Islands brand, and
considering that a shared vision is an essential aspect of a successful
brand a qualitative study was developed. Primary data was collected
through in-depth interviews addressed to a representative sample of
11 key stakeholders consider relevant to the management of the
brand. It is concluded that the brand differentiating factors are nature
and natural beauty, mild climate, security and quality of services while
the value proposition includes intangible aspects such as hospitality,
friendliness, art of hospitality and quality associated with a culture of
tourism and welcome. The sources of value are primarily emotional
benefits. It is referenced, by the sample, the need for an updated
strategic analysis and the creation of a Strategic Plan for the tourism
industry. In results, in light of the planning model of the Aaker brand
identity, we infer that the brand would benefit from an updated
strategic analysis and diagnosis in the perspective of the brand as
product, organization, person and symbol. This research presents the
views of stakeholders about the unique brand identity and concludes
there is a valid basis for the implementation of a vision / shared
management of the Madeira brand.