The city of Innsbruck and Innsbruck Tourismus introduced a joint brand in 2011. In recent years, more and more service providers have joined forces under the umbrella brand of “Innsbruck”. At Innsbruck Tourismus, we now no longer refer to “Innsbruck Tourismus and its holiday villages” separately but instead use the universal term “the Innsbruck region” in our communication.
The holiday villages and individual regions are all marketed under the Innsbruck brand. So far, we have explored seven successful characteristics that define the Innsbruck brand. These factors also represent the powerful elements of the brand system that attract a positive response among residents and guests and help the brand to achieve success. The power and long-term impact of the brand are the result of the systematic interplay between these successful characteristics.