Destination branding: A reflective analysis of Brand Cape Verde

The tourism industry in Cape Verde is recognized by the Government as a key strategic sector in the socio-economic development process of the country. Over the course of 12 years (2000–2012), tourism in Cape Verde grew at an average of 17.5 per cent annually. Despite the recognizable contributions,...

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Bibliographic Details
Published in:Place branding and public diplomacy 2014-02, Vol.10 (1), p.87-102
Main Authors: Santos, Edson Redy Moreira Dos, Campo, María Lorena Rodríguez
Format: Article
Language:English
Subjects:
Airports
Brands
Business and Management
Case Study
Corporate Communication/Public Relations
Culture
Diplomacy
Economic development
International markets
Islands
Market strategy
Marketing
Multiculturalism & pluralism
Political Science and International Relations
Studies
Tourism
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Summary:The tourism industry in Cape Verde is recognized by the Government as a key strategic sector in the socio-economic development process of the country. Over the course of 12 years (2000–2012), tourism in Cape Verde grew at an average of 17.5 per cent annually. Despite the recognizable contributions, as of 2009, Cape Verde lacked a meaningful destination brand identity. Therefore, in spring 2010, the Ministry of Tourism of Cape Verde embarked on a mission to create Brand Cape Verde. This approach was aimed to improve the business environment, differentiate from competitors, foster innovation and position the country competitively in the global marketplace. The concept of destination branding is premised on the objective of understanding the key elements of visual communication identity as well as the differentiated attributes of a place. However, such understanding cannot be achieved effectively when the people within a country act independently. Using secondary resource, this study seeks to discuss the destination-branding process in Cape Verde, and bring to light the evolution of its tourism industry. A critical analysis of the branding process was highlighted by performing a SWOT Analysis of Brand Cape Verde.
ISSN:1751-8040
1751-8059
DOI:10.1057/pb.2013.8