Building place brands: "there's nothing like Australia"

One of the most valuable assets of a firm is its brand. The branding literature emphasizes the importance of building strong brands by making an emotional connection with the consumer. This case describes the brand-building activities of Tourism Australia. The teaching objectives of this case study are to: 1. To demonstrate the importance of branding to a tourist destination 2. To apply the concept of brand personality to a place and describe the Tourism Australia campaign in establishing Australia as an aspirational, dream-holiday destination in both eastern and western markets. 3. To demonstrate the importance of social media in building a brand. 4. To describe the key segments targeted by Tourism Australia, in particular the 'global experience seekers' segment that has emerged in China and elsewhere, and explain how the characteristics of potential customers relates to the development of a branding strateg