Positioning a Place: Developing a Compelling Destination Brand

How does a country become a destination?

In this report, Prof. Kwortnik and student Ethan Hawkes tackle this challenge for Zambia, the African nation. As the team quickly discovered, the opportunity for Zambia was immense however the challenge to distill and communicate its brand were significant. This work not only resulted in a new brand identity for the country but also a research-driven approach for how to develop destination brands in the future.

Read the report here