Abstract
A brand identity is the strategically planned and purposeful presentation of a brand manifest in its name, logo, tagline and color palette. The point of a brand identity is to identify and differentiate the brand from the myriad others in any given product or service category. This is the way that brands are able to build a positive image in the minds of consumers and the public (Alessandri, 2001). With place branding, the goal is the same: to differentiate one place from another with the intention of gaining visitors, residents or investment (Dinner, 2008; Zenker & Braun, 2010). Because differentiation is at the heart of a successful brand campaign, the branding of the Caribbean and the 30-plus islands that make it up represent a unique branding challenge. Each of the islands has its own unique brand identity, but they are also collectively known – and often marketed – as simply “The Caribbean.” This case study explores how the unique brand identities of each of the individual Caribbean islands make meaning for their own branding campaigns, but also how they contribute to the overall marketing of the Caribbean as a vacation destination, desired place of residence or opportunity for investment.
Presenters
Susan AlessandriAssociate Professor, Department of Advertising, PR & Social Media, Suffolk University, Massachusetts, United States
Details
Presentation Type
Theme
2025 Special Focus—Hospitality the Caribbean Way: Global Lessons from Local Experiences
KEYWORDS
BRAND IDENTITY, PLACE BRANDING, COLLECTIVE BRAND IDENTITY
