Destination brand licensing - The case of porta lubavia brand

Abstract

Destination branding is one of the most popular topic among tourism destinations researchers and practitioners however recent research revealed that it is a concept not clear. The purpose of presented paper is to enhance destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical argument raised against the existing idea of destination branding. However the concept is yet not finished and practical examples presented so far need scientific generalization to prepare some guidelines on successful procedure of implementing destination brand licensing. The example of Polish brand Porta Lubavia is going to be presented as a illustration of some of potential benefits and problems connected with implementing this concept into a practice.