Understanding the identity of Ibiza,Spain

In order to understand a destination brand, it is essential to define what its identity actually is and the dimensions that it is made up of. Kapferer’s brand-identity prism (Kapferer, J. N. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. New York, NY: The Free Press) is used to respond to these questions in the context of Ibiza, Spain. A qualitative analysis was performed using focus groups, considering tourists who had visited Ibiza in the past. The results indicate that the six dimensions of the Ibiza identity prism are embodied in ?????clubs and discotheques, an exciting personality, an atmosphere of harmony, moments of collective fusion, a clubber image, and the figure of a young, liberal tourist who loves to party. This identity is strong and stable over time, with limited possibilities for a radical repositioning.