WHAT IS A Brand Destination?


We define a brand destination as a physical place dedicated to celebrate, learn about, and enjoy a specific brand or a company’s portfolio of products and services. Tis by no means leaves out traditional destinations: zoos and aquariums teach about the natural world; theme parks celebrate thrills and fun; resorts and hotels offer comfort and respite; while museums and cultural sites educate about our past and forecast our future.


However, brand destinations are physical places driving passion about products or services that traditionally don’t have an outside-of-the-store home, like soda, cereal, or shampoo. Our research uncovered four very unique types of brand destinations, each with their own strengths, familiarity, and attributes.


BRAND EXPERIENTIAL ATTRACTIONS (BAE)


Tese destinations are large, permanent attractions celebrating a particular company, its products, and its people. Some of the most popular BAEs include Anheuser-Busch Brewery Tours, Te World of Coke, and the Sony Wonder Technology Lab.


BAEs are the most popular kind of brand destination, with more than 65% of survey respondents having recently visited one.


would tell their frien found the brand more appealin


satisfied with visit plan to return brand is appealing adovocate


46% EMBEDDED EXPERIENCES (EE)


Embedded Experiences are brand destinations found within larger destinations, usually the main draw for attendance such as airports and stadiums. Some of the most popular EEs include Starbucks kiosks inside malls and grocery stores, Nickelodeon Universe inside the Mall of America, and the National Geographic Visitor Center at the Grand Canyon.


EEs are the third most popular type of brand destination, with 52% of respondents having recently visited one.


satisfied with visit plan to return brand is appealing adovocate


89% 85% 70% 47%


respondents were satisfied with their visit plan to return within three years


88% 78% 70% BRAND EXPERIENTIAL RETAILERS (BER)


Tese destinations manifest as stand-alone retail stores, which embody the brand and emphasize brand attributes. Some of the most popular BERs include Disney Stores, Apple Stores, and American Girl® Places.


BERs are the second most popular type of brand destination, with 62% of respondents having recently visited one.


satisfied with visit plan to return brand is appealing adovocate


87% 82% 68% 35% TEMPORARY EXHIBITS (TE)


Tese brand experiences are ephemeral, immersing consumers in the brand for a mere afternoon or a weekend, and then disappearing typically for another year or to another continent. Some of the most popular TEs include Harley Davidson Group Rides, Victoria’s Secret fashion shows, and music festivals.


TEs appear to be the most common brand destination, including everything from wine tastings to event sponsorships, and are often the most effective brand destination


satisfied with visit plan to return brand is appealing adovocate


93% 94% 86%


51%


found the brand more appealing after visiting would tell their friends and family to visit as well


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