Branding is viewed as one of the most efficient methods of creating differentiation. Creating a unique and strong brand that appeals to consumers is therefore vital for success. In tourism, images are especially important as destinations are visited based on their prior images, and consumed based on a first-hand comparison of these. A recent trend in destination branding is adding events to the tourist-attraction-portfolio in order to differentiate the image from that of the competitors.
Mega-events provide the opportunity of performing on an international stage and are viewed as a strategy for Co-branding to create awareness, enhance and/or change the image of the destination. Although limited research has been carried out for the effects of this on destination images, they have been seen in brand pairing from other fields and are increasingly being applied to the strategy of destinations.
This thesis examines how Co-branding can be applied to destination branding to create image change through image transfer and to what extent interest in the event and past experience with the destination act as moderating factors..
Through research focused on Danish, 20-35 year olds who study or hold a university degree of minimum 3 years, it was found that no association exist in how the event brand image and the destination brand image are rated. Thus, it suggests that image does not transfer from event to destination. Further, interest in event was not identified as a moderating factor. Past experience with the destination was identified as a moderating factor in that the strength of image transfer from event to destination was higher for consumers who had not visited the destination.
In order for Co-branding theory to be applied to destination branding three implications has to be considered. First, destination brands are more complex than product brands due to lack of control of the image and the organic image process that may modify, enhance or diminish the information cues that are transmitted through the event-destination brand-pair. Second, the assumption that transfer moves from event to destination and not vice versa cannot be adopted. Third, the contradiction of the need for image congruence to create transfer and the goal of changing an image by introducing new brand associations and node sets should be examined further.