CHAPTER 11
Destination Branding: Building Brand Equity
ABOUT THE DESTINATION
Angkor Wat (Khmer: “Holy City Temple”), built by King Suryavarman II, is the single largest religious structure in the world. The temple complex consists of over a thousand Hindu and Buddhist temples.
OBJECTIVES
To study and understand destination branding and building brand equity concepts
To study and understand the strategic brand management process for destinations
To study the application in Indian context by analyzing a promoted destination in India
To try to replicate or extend the model to a popular non-promoted destination and an unsung location
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