From Local Gems to Global Breakthrough: Crafting Destination Brand by Building Sustainable Brand Identity

Destination branding is an essential marketing tool that enables countries, cities, or regions to differentiate themselves based on their unique values from competitors and supports their sustainable development. A destination brand has the potential to gain larger market shares in the ever-growing and competitive tourism sector. Consequently, destination branding has emerged as a popular topic in academia and practice in recent years. A prerequisite for successful destination branding is the development of a distinct destination brand identity. Brand identity plays a critical role as it serves as a foundational element of the brand and shapes its overall image. However, the process of developing destination brand identity is complex, involving multiple dimensions, interdisciplinary approaches, and the active engagement of numerous stakeholders. It necessitates a systematic, coordinated, and long-term effort. The challenges inherent in this process underscore the importance of methodological approaches that clarify how destination brand identity should be crafted. This study uses a dual (Delphi and Factor analyses) methodological approach for creating destination brand identities that effectively articulate a destination's unique value and facilitate meaningful communication with target audiences. The study aims to contribute original insights by presenting a model design for destination brand identity creation, addressing the multifaceted and intricate nature of destination branding. It also aims to pave the way for future research endeavours in this dynamic field. After the study, four prominent brand identities/themes/areas were identified for branding the Adana destination: "Planned City", "Health City", "Modern Agricultural City", and "Sociocultural Centre-Entertainment City".