BRECON needs a recognisable brand similar to sports giants Nike, a National Park officer has said.

Nick Stewart, the sustainable tourism officer for the Brecon Beacons National Park, said just like the sportswear firm's famous 'Swoosh' design, the town needs an identity which instantly tells visitors and residents what it stands for.

brand aimed at selling the town to visitors and residents was unveiled as key to boosting its image and recognition at a workshop with rural tourism consultants last month.

A second meeting earlier this week, involving local businesses, has since settled on Brecon's themes including safety, education, authenticity and the countryside.

Read the full story in this week's Brecon & Radnor Express - Out now!