6. Brand has been damaged by negative media coverage New Orleans has been displayed as flooded, broken, unsafe, unhealthy and deserted => replace negative images with images people know and like => people need to be able to identify themselves with the brand Louisiana Brand
7. Rebuild Louisiana to worldwide preeminence as a top tourist destination in the minds of regional, national and international leisure travelers. place to have a meeting, have fun, learn about our culture and discover our unique heritage Vision
23. History: knowledge, learning, social Being part of Louisiana’s life Feel entertained Feel queasy during the Hurricane Katarina trip May feel anxious because of Voodoo magic Feel overwhelmed Level 3
24. Durable > touchable history Wide range of activities and attractions Level 5 Distinctive and diversified brand competitive Flexibility of positioning Level 4
25. Strong emotional brand Focus and promotion of strengths while fighting threats Economiccrysis and limitedfuturefunding are challenges Conclusion