Branding Mosambique as an Adventure Destination

Re-branding Mozambique as a World Adventure Destination:

Why Should the World be Interested?

TABLE OF CONTENT

LIST OF FIGURES 3

1.) ABSTRACT 4

CHAPTER ONE: INTRODUCTION 5

CHAPTER TWO: PROBLEM STATEMENT 6

CHAPTER THREE: LITERATURE REVIEW 7

AN OVERVIEW OF EMOTIONAL APPEALS 7

CHAPTER FOUR: BRANDING 8

4.1) What Makes Mozambique a Brand? 8

4.2) Brand Mozambique 9

4.3) How Do We Create Country Brand Images? 9

4.4) Controlling the Mind of the Consumer 11

4.5) The Image of a Country as a Destination Brand 11

4.6) Brand Strong 13

4.7) Strong Brands are Needed to Create Strong Destination Brands 13

4.8) Region Branding Versus Destination Branding 14

CHAPTER FIVE: MEETING THE CHALLENGES 14

CHAPTER SIX: THE ACTION PHASE 15

CHAPTER SEVEN: WISH YOU WERE HERE 16

CHAPTER EIGHT: THE TARGET MARKET 17

8.1) Brief Summary 17

8.2) Penetrating the Millennials 18

8.3) Do You Think You Have Got Personality? 19

CHAPTER NINE: “POWERFUL BRANDS NEED SYMBOLS” 19

CHAPTER TEN: CONNECTING THE DOTS IN CYBERSPACE. 20

CHAPTER ELEVEN: METHODOLOGY 20

11.1) Sampling 20

11.2) The Questionnaire 21

CHAPTER TWELVE: CONCLUSION 21

14.) REFERENCES 22

List of Figures

LIST OF FIGURES Page

Figure 1: The Hexagon, 2004

Figure 2: Table 5-1, 2004

1.) Abstract

Mozambique currently has the potential to become one of the world’s most acclaimed travel destinations. This country has thousands of kilometres of unspoilt beaches and coral reefs which can contend with some of the top dive sites in the world. The image of Mozambique needs to be transformed from our current dubious view of the country, to a place that has the potential to become one of the world’s most visited adventure destinations....