National Parks, Territorial Brands and Co-Branding Initiatives: An Exploratory Study.

Currently, consumers become more environmentally conscious every day. They seek authenticity and natural goods and are willing to pay more for them, particularly for products whose images or brands are linked to specific places. In this context, national parks, which are symbols of naturalness, wildernesses, ecological integrity, biodiversity, organic production and quality goods, can employ successful, specific and targeted branding and co-branding policies. For parks, the use of branding strategies that reinforce local image and identity could be a means of raising funds and directing the attention of public opinion towards ecological issues, such as the protection of biodiversity and the enhancement of natural resources. The exploratory study presented here aims to understand whether the brands of national parks can be considered territorial brands, which could generate positive effects for local products, services, and/or resources.