Skip to main content
SpringerLink
Log in

Destination branding: A reflective analysis of Brand Cape Verde

  • Case Study
  • Published:
Place Branding and Public Diplomacy Aims and scope Submit manuscript

Abstract

The tourism industry in Cape Verde is recognized by the Government as a key strategic sector in the socio-economic development process of the country. Over the course of 12 years (2000–2012), tourism in Cape Verde grew at an average of 17.5 per cent annually. Despite the recognizable contributions, as of 2009, Cape Verde lacked a meaningful destination brand identity. Therefore, in spring 2010, the Ministry of Tourism of Cape Verde embarked on a mission to create Brand Cape Verde. This approach was aimed to improve the business environment, differentiate from competitors, foster innovation and position the country competitively in the global marketplace. The concept of destination branding is premised on the objective of understanding the key elements of visual communication identity as well as the differentiated attributes of a place. However, such understanding cannot be achieved effectively when the people within a country act independently. Using secondary resource, this study seeks to discuss the destination-branding process in Cape Verde, and bring to light the evolution of its tourism industry. A critical analysis of the branding process was highlighted by performing a SWOT Analysis of Brand Cape Verde.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1
Figure 2
Figure 3
Figure 4
Figure 5
Figure 6
Figure 7

Similar content being viewed by others

References

  • Aaker, D.A. (1991) Managing Brand Equity: Capitalizing on the Value of a Brand. New York: The Free Press.

    Google Scholar 

  • Anholt, S. (2003) Branding places and nations. In: R. Clifton and J. Simmons (eds.) Brands and Branding. London: Profile Books.

    Google Scholar 

  • Anholt, S. (2004) Nation-brands and the value of provenance. In: N. Morgan, A. Pritchard and R. Pride (eds.) Destination Branding: Creating the Unique Destination Proposition. Massachusetts: Elsevier Butterworth-Heinemann.

    Google Scholar 

  • Bartol, K.M. and Martin, D.C. (1991) Management. New York: McGraw Hill.

    Google Scholar 

  • Blackett, T. (2003) What is a brand? In: R. Clifton and J. Simmons (eds.) Brands and Branding. London: Profile Books.

    Google Scholar 

  • Blain, C., Levy, E. and Ritchie, B. (2005) Destination branding: Insights and practices from destination management organizations. Journal of Travel Research 43 (4): 328–338.

    Article  Google Scholar 

  • Brembeck, H. and Ekstrom, K. (2004) Elusive Consumption. Oxford: Berg Publishers.

    Google Scholar 

  • Crockett, S.R. and Wood, L.J. (2004) Western Australia: Building a state brand. In: N. Morgan, A. Pritchard and R. Pride (eds.) Destination Branding: Creating the Unique Destination Proposition. Burlington, MA: Elsevier Butterworth-Heinemann.

    Google Scholar 

  • De Chernatony, L. (2006) From Brand Revision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, 3rd edn Oxford: Elsevier.

    Google Scholar 

  • De Chernatony, L. and Doll' Olmo Riliey, F. (1998) Experts’ views about defining service brands and the principles of services branding. Journal of Business Research 46 (2): 181–192.

    Article  Google Scholar 

  • Dias, F. and Marques, I.A. (2011) One flew over the brands’ nest: Rethinking destination brand. European Journal of Tourism, Hospitality and Recreation 2 (3): 79–104.

    Google Scholar 

  • Dinnie, K. (2008) Nation Branding: Concepts, Issues, Practice. Burlington, MA: Butterworth-Heinemann.

    Google Scholar 

  • Direção Geral do Turismo (DGT). (2010a) Plano Estratégico para o Desenvolvimento de Turismo em Cabo Verde 2010–2013. Praia, Cape Verde: Ministério de Economia, Crescimento e Competitividade.

  • Direção Geral do Turismo (DGT). (2010b) Plano de Marketing para o Turismo de Cabo Verde 2011–2013. Praia, Cape Verde: Ministério do Turismo, Industria e Energia e Instituto Portuguese de Desenvolvimento de Turismo.

  • Du Plessis, E. (2011) The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand. Great Britain and United States: Kogan Page.

    Google Scholar 

  • Evan, G. (2009) Creative cites, creative spaces, and urban policy. Urban Studies 46 (5 and 6): 1003–1040.

    Article  Google Scholar 

  • Gertner, W.C. (1996) Tourism Development: Principles, Processes, and Policies. New York: John Wiley & Sons.

    Google Scholar 

  • Gobé, M. (2001) Emotional Branding. New York: Allworth Press.

    Google Scholar 

  • Goeldner, C.R. and Ritchie, J.R.B. (2009) Tourism: Principles, Practices, and Philosophies, 11th edn. New Jersey: John Wiley & Son.

    Google Scholar 

  • Government of Cape Verde. (2010a) Programa do Governo para a VIII Legislatura 2011–2016. Praia, Cape Verde: Governo da Republica de Cabo Verde.

  • Government of Cape Verde. (2010b) Um Ministério na Linha Frente do Processo de Transformação e Modernização Económica de Cabo Verde. Cape Verde: Brochura Institucional: Ministério do Turismo, Industria e Energia.

  • Hem, L. and Iversen, N. (2004) How to develop a destination brand logo: A qualitative and quantitative approach. Scandinavian Journal of Hospitality and Tourism 4 (2): 89.

    Article  Google Scholar 

  • Henderson, P. and Cote, J. (1998) Guidelines for selecting or modifying logos. Journal of Marketing 62 (2): 14–30.

    Article  Google Scholar 

  • Instituto Nacional de Estatísticas de Cabo Verde (INE). (2013) Estatísticas do Turismo 2012: Movimentação de Hospedes. Praia, Cape Verde: Instituto Nacional de Estatísticas de Cabo Verde.

  • Johnson, G., Scholes, K. and Whittington, R. (2005) Exploring Corporate Strategy: Text and Cases, 7th edn. Essex, UK: Prentice Hall.

    Google Scholar 

  • Keller, K.L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd edn. Upper Saddle River, NJ: Prentice Hall.

    Google Scholar 

  • Kotler, P., Bowen, J. and Makens, J. (2010a) Marketing for Hospitality and Tourism. New Jersey: Pearson, Prentice Hall.

    Google Scholar 

  • Kotler, P. and Gertner, D. (2004) Country as brand, product and beyond: A place marketing and brand management perspective. In: N. Morgan, A. Pritchard and R. Pride (eds.) Destination Branding: Creating the Unique Destination Proposition. Massachusetts: Elsevier Butterworth-Heinemann.

    Google Scholar 

  • Kotler, P., Kartajaya, H. and Setiawan, I. (2010b) Marketing 3.0: From Product to Customer to the Human Spirit. New Jersey: John Wiley.

    Book  Google Scholar 

  • Lynch, J. and De Chernatony, L. (2004) The power of emotion: Brand communication in business-to-business markets. Journal of Brand Management 11 (5): 403–419.

    Article  Google Scholar 

  • Mitchell, J. (2008) Tourism Development in Cape Verde: The Policy Challenge of Coping with Success. London: Overseas Development Institute.

    Google Scholar 

  • Moilanen, T. and Rainisto, S. (2009) How to Brand Nations, Cities, and Destinations: A Planning Book for Place Branding. New York: Palgrave Macmillan.

    Book  Google Scholar 

  • Morgan, N. and Pritchard, A. (2004) Meeting the destination branding Challenges. In: N. Morgan, A. Pritchard and R. Pride (eds.) Destination Branding: Creating the Unique Destination Proposition. Burlington, MA: Elsevier Butterworth-Heinemann.

    Google Scholar 

  • Morrison, S. and Crane, F.G. (2007) Building the service brand by creating and managing an emotional brand experience. Brand Management 14 (5): 410–421.

    Article  Google Scholar 

  • O'Shaughnessy, J. and O'Shaughnessy, N.J. (2003) The Marketing Power of Emotion. New York: Oxford University Press.

    Google Scholar 

  • Pike, S. (2004) Destination Marketing Organizations. United Kingdom: Elsevier.

    Google Scholar 

  • Ramalho, R. (2011) Building the Cape Verde Islands, 1st Eds Heidelberg, Berlin: Springer Verlog.

    Book  Google Scholar 

  • Ritchie, J.R.B. and Ritchie, R.J.B. (1998) The branding of tourism destination: The past achievements and future challenges. In: P.M. Keller (ed.), Proceedings of the 1998 Annual Congress of the International Association of Scientific Experts in Tourism, Destination Marketing: Scope and Limitations, Morocco: International Association of Scientific Experts in Tourism, pp. 89–116.

  • Sharpley, R. and Telfer, D.J. (2002) Tourism and Development: Concepts, and Issues. Frankfurt, UK: Channel View Publication.

    Google Scholar 

  • Tybout, A.M. and Calkins, T. (2005) Kellogg on Branding. Hoboken, NJ: John Wiley & Sons.

    Google Scholar 

  • Walker, M. (2010) Cities as creative spaces for cultural tourism: A plea for the consideration of history. Pasos – Revista de Turismo y Patrimonio Cultural 8 (3): 17–26.

    Google Scholar 

  • Wang, N. (1999) Rethinking authenticity in tourism experience. Annual of Tourism Research 26 (2): 349–370.

    Article  Google Scholar 

  • World Tourism Organization. (2012) UNWTO Tourism Highlights. Madrid, Spain: World Tourism Organization.

  • World Tourism Organization. (2013) UNWTO World Tourism Barometer. Madrid, Spain: World Tourism Organization.

  • World Travel & Tourism Council. (2013) Travel & Tourism Economic Impact: Cape Verde. London: World Travel & Tourism Council.

Download references

Author information

Authors and Affiliations

  1. The School of Business and Social Science (ISCET) – Portugal, RUA DE CEDOFEITA N. 265, Porto, 4050-180, Portugal

    Edson Redy Moreira Dos Santos

Authors
  1. Edson Redy Moreira Dos Santos
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. María Lorena Rodríguez Campo
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Edson Redy Moreira Dos Santos.

Additional information

2holds a PhD in Economics and Business (2010) and since 2005 she is an Associate Professor at the University of Vigo. Her line of study is Marketing, Film Tourism and Research Methodology.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Santos, E., Campo, M. Destination branding: A reflective analysis of Brand Cape Verde. Place Brand Public Dipl 10, 87–102 (2014). https://doi.org/10.1057/pb.2013.8

Download citation

  • Received:

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/pb.2013.8

Keywords

Search

Navigation