Abstract
Internal branding for a place is a tough objective, most place brands are created with the external audience in mind. The people of a place are under no compulsion to internalise the brand. The Case Note prepared in the context of Kerala Tourism offers an insight into the different internal audiences in case of a place brand, and what branding initiatives mean to them. The paper also tries to understand the obvious and latent connotations of an internal branding exercise.
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References
Gilmore, F. (2002) ‘A country — Can it be repositioned? Spain — The success story of country branding’, Brand Management, Vol. 9, No. 4, pp. 281–293.
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Vasudevan, S. The role of internal stakeholders in destination branding: Observations from Kerala Tourism. Place Brand Public Dipl 4, 331–335 (2008). https://doi.org/10.1057/pb.2008.24
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DOI: https://doi.org/10.1057/pb.2008.24