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Destination branding has gained increased attention for its presumed benefit in gaining a competitive advantage over other destinations. Successful branding is expected to lead to strong brand equity in both the perception-based and financial-based market metrics. Perception-based market metrics such as consumers' awareness, image, perceived quality, perceived value or consumer value, and brand loyalty are believed to be positively correlated with financial-based metrics such as tourist spending and thus tourism revenues. Therefore, many studies have been conducted to understand brand equity and its correlates. However, there are several aspects of this construct still awaiting future research. This chapter offers a brief summary of destination branding, brand equity, and future research suggestions for robust theory development.

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