Brand architecture management: The case of four tourist destinations in Catalonia

Abstract

Much literature in tourism is dedicated to brand management; nevertheless, even in a sector characterised by the coexistence of several brands, little research has been carried out on the critical issue of brand architecture. This study focuses on the process of developing and managing a set of interrelated brands and contributes to an understanding of how the concepts of brand architecture are practically applied, specifically in four tourist destinations of Catalonia. The results show that brand architecture concepts are only partially applied, despite the fact that a structured system of brands would stimulate synergies, adding more value to each brand.