Destination Brand Identity, Values, and Community: A Case Study From Rural Victoria, Australia

ABSTRACT This article explores a values-based approach to regional destination branding. Drawing on a qualitative case study of the branding of Victoria's High Country, a regional tourism area in rural Victoria, Australia, the article illustrates the shortcomings of a branding process (both in theory and practice) that draws on an overly narrow values base. It argues for consideration of a broader suite of values including social, cultural, historic, geographic, symbolic, environmental, and economic, to fully reflect what the destination has to offer. The article engages with the concept of sense of place as a theoretical lens through which to view destination branding and suggests that sustainable brands are those that are developed organically, driven by the values held by local brand communities and networks, rather than a more limited consumer-based value set being imposed upon a destination.