Future of the Brand

Whatever happens to public agencies, private businesses or community organisations in the future, the Cairngorms National Park and its very special Brand are here to stay.

As more businesses see the benefits associated with being able to use the Brand, it will build up a profile akin to those only available to organisations with very large marketing budgets indeed and help the Cairngorms National Park become one of the most recognised National Parks in the country.

In terms of Brand Management, it has been a huge leap of faith to give a large amount of ‘control’ to businesses and organisations whose prime concern is their own business.  However, so far it has seemed to work for the good of the National Park and it is heartening to know that the Park means so much and can help deliver so much to so many.