napa valley wants to brand itself

11/19/2005 07:47:00 AM
Napa, a region that's never really needed to market itself, has just announced plans to develop a strategy for branding. There's a belief that the region made famous for wine growing could be in danger of loosing out to other regional destinations.

What's interesting is that while most geo-branding efforts are concerned with giving a destination an image injection, usually because of low awareness, that is certainly not the problem with Napa.

Napa is a world-renowned destination that's in danger of becoming over-commercialized. So while skeptics might be concerned that branding is the last thing Napa needs, it makes sense for it to think strategically about its future.

Image management is as important as driving awareness.
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