Destination branding

Brand alliances
Brand alliances is a branding strategy used in
a business alliance.
Brand alliances are divided into three types:
1 Co-brands
2 Brand licenses
3 Cross Marketing
 Co-brands
A typical Yum! Brands co-branded restaurant that
offer products from two or more of the company's
brands (in this case, Taco Bell and KFC)
Cobrands are the usage of two or more brands on one
certain product. For example, Dell computers carries
three brands on their packages and cases: Dell,
Microsoft Windows, and Intel.
 Brand licenses
Brand licenses are a contractual agreement where a
company lets another organisation use its brand on
other products in exchange for a licensing fee.
An example of brand licensing is seen in the Walt
Disney Company's relationship to Tokyo Disneyland.
The theme park is owned by The Oriental Land
Company, which licenses the theme from The Walt
Disney Company.
 Cross Marketing
Cross Marketing is an agreement for mutual
promotion between two companies. One company for
instance will include coupons for another company in
its parcels to its clients if the other company will agree
to include a promotion from the other company in its
direct mails to its client base
Brand cultures
Brand culture is a company culture in which
employees "live" to brand values, to solve problems
and make decisions internally, and deliver a
branded customer experience externally. It is the
desired outcome of an internal branding, internal
brand alignment or employee engagement effort that
elevates beyond communications and training.
Brand wars
Brand war is the indirect attack by a competitive
brand indirectly.
More and more brands are competing for public
attention, around the globe and across market
categories.
Eg: Jet airways tagline ‘we’ve change’ it was counter
attacked by Kingfisher airline by tagging themselves
‘we made them change’ and placed the billboards
above all Kingfisher billboards.