The brand exists solely in the minds of the consumersand it encompasses their overall perceptions andattitudes of Vermont." (http://www.vermontpartners.org/htm/research_vtbrand.asp) Whena brand is established in a consumer's mind itcan trigger associations with smaller destinationswithin the area the brand represents. But first there is a need to establish a consistent brand identity.For example, "The Henry Ford" brand is the umbrellabrand name for five different attractions in the samedestination. Although each attraction has its ownpositioning, promise, descriptor and tagline, all ofthem are consistently branded under one brand:"The Henry Ford." The choice of this brand namewas based on research performed by the organizationas to how visitors perceived and referred to thedestination.In the case of a state, the brand name provides anumbrella for the state's other destinations, as well asother business entities, which benefit from itsgreater exposure. For example, a shopping related business located in a primarily outdoor recreationdestination will benefit from the overall increase in traffic in the area caused by the overall attractiveness of the larger destination. A brand also relies onhow much the smaller entities in a destination embraceand support it in order to reinforce the brandidentity to the visitors and increase its reputation.

References

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Gartrell, R. (1988). Destination marketing for convention and visitor bureaus. Kendall/Hunt Publishing Company, Dubuque, Iowa.

Tourism branding - Contemporary Challenges for Nations, Regions and Cities http://www.world-tourism.org/newsroom/conferences/presentations/Richard%20Tibbottl.pdf

Destination Branding