In order to create a brand, an organization must first understand to whom they are speaking. Who is likely to drive America's Byways? Secondly, the organization must test the brand with that market. What makes sense to byway traveler? Thirdly, the organization must begin to define the brand through creative executions - color, fonts, imagery, and then realize its position in the market.
- Strategic Brand Analysis
- Results of the first step taken in defining a brand for the National Scenic Byways Program.
Adobe Acrobat PDF (98 KB)- Image and Advertising Positioning Research Findings
- Results of research conducted to determine current levels of program awareness, interest in usage, travel motivations, etc.
- Adobe Acrobat PDF (159 KB)
- Brand Basics
- Definitions and general information about branding.
- Benefits of a Successful Brand
- Organizations receive many benefits from implementing a successful brand.
- Marketing Toolkit
- The goal of the toolkit is to provide a relevant reference guide for your byway to transition from product development to a marketing implementation plan that drives your byway to success.
