Building the Destination Brand. The mental availability for building relevant marketing messages

Jenni Romaniuk is Associate Director of the Ehrenberg-Bass Institute of the University of Adelaide (Australia) and also co-author of "How Brands Grow 2", the book that along with the one before it, revolutionized marketing worldwide. The success of a brand does not depend so much on emotional factors as on a set of factual elements, such as a constant study of the consumer’s needs, the availability of a product and the customer’s mental availability.

In this keynote speech she will present for the first time on a global level, the application of the concept of Mental Availability applied to a special type of brand: the tourist destination.

During this talk, destination marketers will be able to get an idea of what the most scientifically suitable parameters are to assess the strength of a brand and how to design and assess truly effective advertising campaigns.

The first results of an experimentation on the Tuscany brand will also be presented.