Chapter 4 Deconstructing Brand Equity

William C. Gartner

doi:10.1108/S2042-1443(2009)0000001006

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Bridging Tourism Theory and Practice

ISSN: 2042-1443
Series editor(s): Jafar Jafari and Liping A. Cai

Subject Area: Tourism and Hospitality

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Chapter 4 Deconstructing Brand Equity

Document Information:
Title:	Chapter 4 Deconstructing Brand Equity
Author(s):	William C. Gartner
Volume:	1 Editor(s): Liping A. Cai, William C. Gartner, Ana María Munar ISBN: 978-1-84950-720-2 eISBN: 978-1-84950-721-9
Citation:	William C. Gartner (2009), Chapter 4 Deconstructing Brand Equity, in Liping A. Cai, William C. Gartner, Ana María Munar (ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Volume 1), Emerald Group Publishing Limited, pp.51-63
DOI:	10.1108/S2042-1443(2009)0000001006 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	Destination brand equity is a recent line of enquiry within the academic community. The topic is still not well understood from a theoretical standpoint. This chapter attempts to frame the conceptual question of how to develop brand equity by providing some theoretical constructs for the nature of destination. Brand characteristics with respect to tangible and experiential products are examined, followed by the identification of its dimensions. Awareness, image, loyalty, quality, and value are identified as different dimensions existing within destination brands. Research that has dealt with these dimensions is discussed, with suggestions on how to build brand equity using market characteristics and their relationship to the different dimensions. Case studies are used to illustrate some of the main points from the theoretical discourse, including the issue of who controls brand identity under different development scenarios.