Please Note: Because the National Scenic Byways Program is no longer funded, FHWA is no longer soliciting grant applications. Without funding for the Program, FHWA will not be moving forward with another round of designations of America's Byways® at this time.
A brand can be defined as the sum of all information about a product, service, or company that is communicated through a name and related identifiers.
Brand Equity equals Strategic Awareness plus Perceived Quality plus Singular Distinction (BE = SA + PQ + SD).
Strategic Awareness is the presence of the brand, a process that moves travelers from being unaware about America's Byways to recognition to recall to top of mind to dominance making America's Byways their only choice.
Perceived Quality is the promise of the brand. Travelers equate America's Byways with a consistent, quality experience. They trust they are making the right decision to drive on a National Scenic Byway or All-American Road.
Singular Distinction is the positioning of the brand so it is a choice one can make without reservation, in effect the only choice, given the value of qualities and attributes implied by the brand name and reflected in choices in a competitive marketplace, i.e. the ability of a brand to "shift demand" (travelers will choose America's Byways over Readers Digest or AAA scenic drives)
Brand Strategy is a method to capitalize on the value of brands to achieve profitable growth (i.e. positive economic impact on byway communities).
David A. Shore, PhD, Associate Dean and PricewaterhouseCoopers Director, Harvard University
Mercer Management Consulting, Chicago, IL
Prophet Brand Strategy, Inc., Chicago, IL