Answer 1
Destination marketing organizations are called upon to promote products and services. Often, these products need to be improved, updated, and supplemented. CVBs have no real control over most products they promote and are often held responsible for their success or failure. At best, the agency may give advice on the various aspects of marketing the product, but in the end the products themselves belong to the CVB's members and stakeholders. The dilemma is summed up as accountability without authority.
Answer 2
Branding is more prevalent in America than Europe for several reasons. One factor involves consolidation. Through mergers and acquisitions, larger companies bring in smaller companies and independent establishments under a corporate umbrella either incorporating their acquisitions to existing brands or adding an entirely new one. Since the franchisor/franchisee
model is not as popular in Europe, there will inevitably be less branding. This may reflect cultural differences between Americans and foreigners. Generally, Americans take comfort in consistency, standards, and familiarity which branding accomplishes.
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