Author(s): Árpád PAPP-VÁRY – Máté FARKAS – Szabolcs SZOLNOKI

Title: MÓDSZERTANFEJLESZTÉS A DESZTINÁCIÓS MÁRKÁZÁSBAN: ORSZÁGLOGÓK KATEGORIZÁLÁSA

Source: E. Korcsmáros (ed.): 12th International Conference of J. Selye University. Economics Section. Conference Proceedings

ISBN: 978-80-8122-375-4

DOI: https://doi.org/10.36007/3754.2020.301

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2020, 301-320

Published on-line: 2020

Language: hu

Abstract: One of the key elements of brand building and identity creation is the logo. Wally Olins, prestigious British branding expert, goes as far as to state that ”logos are the heart of branding programs”. Present article introduces the authors research which classified national tourism logos into 10+1 categories in oder to draft recommendations for policy makers responsible for tourism development. All 193 UN member states have been examined, only 22 of which did not possess a logo. According to the authors‘ methodology 171 tourism logos (destination branding logos) fit into thematic groups describing the messages to be conveyed, the evoked emotions and the usability in digital enviroment. Several studies have been reviewed to provide scientific proof and to confirm the raison d'etre of the pre-defined categories e.g. in relationship between colors, symbols, picture viewing and emotions. Furthermore, permanency of the country symbols has also been examined with the aim of comparing the effectiveness of continuous adaptation against constant and well established logos. The comparism was based on the analysis of the current research which contains logos used in 2018 and a 2009 study carried out by the first author of the article. Authors‘ hypothesis assumed, that quick adaptation to the latest trends and digital advertising platforms is indispensable in country logo design. Key findings disprove the initial assumption, and suggest, that identity creation in destination marketing should be designed in a long-term approach and permanency of the logo as a core element of the brand needs protection against frequent changes. As a further conclusion, creation of separate logos for tourism, investment promotion, and other foreign affairs and trade related activities can easily cause counterproductive chaos contrary to the original purpose. The authors drafted eight recommendations for policy makers and agencies facing logo design. By acknowledging the initial stage of the research and the possibilities of broadening and deepening it, the readers can hopefully get an interesting and practically useful dissertation.

Keywords: Logo, identity building, destination branding, country branding, country image, tourism marketing

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