its a war out there              the war of competition              the war of identity              the war of image    ...
refreshing      moment               0811 1881 275               fredyutama
destination   branding
all images used in this presentation reserved by   www.flickr.com, www.adsfortheworld.com, www.apple.com, www.brandchannel....
ready?
What is brand?
logo toyota
a brand is more than just a logo
a brand ismore than just a name
a brand isjust a productmore than
a brand is just a sloganmore than
what exactlySo      is a brand?
“  A product is something made in a factory; a brand is something that isbought by the customer. A product can            ...
““A brand is more than a name or a logo  – it is a promise and a contract with  every customer with whom you are  dealing....
“  A brand is more than simply a name,trademark, a design, a slogan or an easily  remembered picture. A brand built by    ...
in other words
its not what you say it is
its what they say it is
whybrand   ?
© The Brand Union 2008
A branddifferentiates© The Brand Union 2008from similarofferings
a brandescape pressure tocompete on price
a strong brandensuresquality/  trust
brand element
Physical Name, Logo, Typo, Color,  Slogan, Sound/MusicEmotional  Attitude, Personality, Value Proposition, Story
brand element      #1. Name
can one of you help mefor this topic
is it name important             ?
brand         element#1. Logo, Typo, Color, Slogan
now,     the VERTICAL  expansion          of a brand
… anindividual       as a brand
…acountry     as a brand
…aplace/city      as a brand
paris is romance
milan is style
new york is energy
washington is power
tokyo is modernity
barcelona is culture
rio is fun
…adestination      as a brand
now, we’re talking about  destination    branding
why destinationbranding
Where Are We ?
similar view   similar beach
Where Are We ?                      CebuPhuket            Malaysia
Where Are We ?Bali                    CebuPhuket              Malaysia
In today’s globalized, every placehas to compete with every other place for its share of the world’s consumers, tourists, ...
e Brand UnionkartaDo we own Bali ?                Do we own Bali ?
Many place suffer from animage which is out-of-date,   unfair, unbalanced
understanding  the terminology
?Destination branding                Nation               branding      Place    branding
Nation branding is a field oftheory and practice whichaims to measure, build andmanage reputation ofcountries [Anholt, 2003]
City BrandingIt is the city’s reputation or image orimpression or perception amongthose people that cares about it, suchas...
Destination BrandingDestination branding is“selecting a consistentbrand element mix to           identify and distinguish ...
commondestination branding  misconception
destination branding           is simply a  destinationcommunications strategy
malaysia truly asia commercial ads
visit indonesia commercial ads
destination branding         is simply a    destination tagline,destination visual identityor even a destination logo
much,            much,branding is much,destination            much            more
ads,        tagline,t h a n visual        identity,        logo
It is a strategic process fordeveloping a long-term visionfor a place that is relevant and compelling to key audiences.
it influences and shapes positive perceptions of aplace/destination
It is anchored in a community’s societal, political or economic  objectives by focusing on its relevant   differences, ide...
“Taglines are fragile, limited or toobroad. They do not represent whoyou really are. A brand is the DNAof a place, what it...
what should we do   if it happens
is it what we calledunforgettable image
the perceptions will bebuild by experiencing      the brandeither it is good or bad experience
destination branding    the differences
“There’s a big difference between branding a     region and a company or a product.  Product brands only have to please on...
stakeholdersemployee       manage-                ment    tourists
multi dimensional factors                   NaturalInfrastructures   Resources     Cities            History    Education ...
It should not be the    task of a single department. It is a   task of complex  stakeholders that     have multiple  persp...
There are some reasons  whyDestination Branding         is very important
a strong destination brand can shift the perception of a city that may be suffering from a poor image among external   and...
a strong destination brand can createa common vision for the future of the     community and its potential
a strong destination brand  can provide a consistentrepresentation of the place.
a strong destination brand canenhance its local, regional andglobal awareness and position
The BigQuestions
Do you want BaliSafari Marine Park    becoming adesirable place forvisitor destination
Do you want Bali Safari Marine Parkbecoming a desirable place to work
if yes......
what is your vision for BSMP?
What does your BSMP stand fortoday – both its strengths and        weaknesses?
What can and should the BSMPstand for in the future, and how    do we articulate that?
What will make the BSMP unique,   valued and attractive toemployee, businesses and tourist           audiences?
How will we make this new  positioning a reality?
What role do you have inbringing the BSMP brand to life?
the most important thingsWhat does your BSMP brand   strategy to solve it?
How will we measure success of     the brand strategy?
a lot of questions to answer      a lot of things to doa lot of paper work to finished
to makeBali Safari Marine Parka place for visitor destination    a place to work
sowhat can you do  to make it   happen
this isEight Simple StepProcess to Develop aDestination Brand
Define Clear   1Objectives
?Is it to attract        Is it to drive  and retain            commerce?  employee?  Is it to attract      visitors?      ...
Understand the    2Target Audience
?               What are their  Who does   current perceptionsthe audience and attitudes of the consist of?       BSMP? Wh...
Identify Current   3Brand Image
?    What           Has the image ofassociations      the BSMP changedare linked to         over time? the BSMP?          ...
Set the Aspirational   4Brand Identity
What associations          ?               do you want peopleWhat do you     to think of when  want the      they think of...
STOP
?Before we continue thepresentation ..........             are you familiar with                 the terminology    brand ...
Physical Name, Logo, Typo, Color,  Slogan, Sound/MusicEmotional  Attitude, Personality, Value Proposition, Story
brand                      strategist   Customers &                     Marketing,Potential customers                PR, P...
brand                                   identity                        brand                      strategist             ...
brand                                   identity                        brand                      strategist             ...
brand                                           identity                                brand            Results          ...
brand    Results           strategist                                   Strategy                       Messaging   Custome...
Develop the   5Positioning
?What does the positioning mean forthat audience and what are the key      messages that should be communicated to influen...
Remember:             Unique position in relation to                   competitors, based onDifferentiation of offering   ...
Execute the      6Brand Strategy
?Where is the critical point yourtarget audience may come into      contact with BSMP?
Measure Success   7
Monitoring the               ! success of branding   efforts with key      audiences          Measuring the               ...
Measures the percentage                                                                             Recognition           ...
Review & Review   8
a few slides left
?a frequent asking     questions
how longthat it takes?
Development and execution ofa destination brand can take a   number of months or maybe years, depending onthe scope of the...
Branding is a long-termundertaking. The results take    time, patience andcommitment. Set realistic criteria for success, ...
Branding takes time, but it alsotakes consistency. Stick to your   strategy for a set period of timebefore you change it. ...
Execution of the brand strategyrequires resourcefulness.
the success              story
finally, the conclusion
Understand your customer
focus
create an unique differentiation
create an unforgettable story
create an unforgettable      experience
Increase your competitiveness
commit
live your brand
You never get a second chanceto make a first impression
Every destination has a story.
What’syours?
“Strong brands neverhappen by accident.                    “            Prophet, 2002
discussion    session
Thank You
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  • No Doubt That's a great presentation, and same with the others, can you send me a copy to me ardiyan.nugroho@gmail.com .... matur suwun terimakasih...
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  • hi freddy. any chance i could get a ppt copy of this..? my email is hmousiad@act.edu. i teach a branding class and would like to use a few slides with your permission.
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  • its great presentation, can you send me a copy to didiaditia@yahoo.co.id? thanks
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Destinationbranding

  1. 1. its a war out there the war of competition the war of identity the war of image the war of perception so, its once lifetime opportunity be different be yourself be a great brandquote’s by:Fredy UtamaJune 2008 win the competition
  2. 2. refreshing moment 0811 1881 275 fredyutama
  3. 3. destination branding
  4. 4. all images used in this presentation reserved by www.flickr.com, www.adsfortheworld.com, www.apple.com, www.brandchannel.com, etcall images used in this presentation served as an illustration only, with the respect for the image ownership and the person it’s for internal use only
  5. 5. ready?
  6. 6. What is brand?
  7. 7. logo toyota
  8. 8. a brand is more than just a logo
  9. 9. a brand ismore than just a name
  10. 10. a brand isjust a productmore than
  11. 11. a brand is just a sloganmore than
  12. 12. what exactlySo is a brand?
  13. 13. “ A product is something made in a factory; a brand is something that isbought by the customer. A product can “ be copied by a competitor; a brand is unique. A product can be quicklyoutdated; a successful brand is timeless. Stephen King
  14. 14. ““A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they “expect from the brand, they will decide to stop buying” Richard Branson
  15. 15. “ A brand is more than simply a name,trademark, a design, a slogan or an easily remembered picture. A brand built by “ experiencing their value and their promises in customer minds. Me
  16. 16. in other words
  17. 17. its not what you say it is
  18. 18. its what they say it is
  19. 19. whybrand ?
  20. 20. © The Brand Union 2008
  21. 21. A branddifferentiates© The Brand Union 2008from similarofferings
  22. 22. a brandescape pressure tocompete on price
  23. 23. a strong brandensuresquality/ trust
  24. 24. brand element
  25. 25. Physical Name, Logo, Typo, Color, Slogan, Sound/MusicEmotional Attitude, Personality, Value Proposition, Story
  26. 26. brand element #1. Name
  27. 27. can one of you help mefor this topic
  28. 28. is it name important ?
  29. 29. brand element#1. Logo, Typo, Color, Slogan
  30. 30. now, the VERTICAL expansion of a brand
  31. 31. … anindividual as a brand
  32. 32. …acountry as a brand
  33. 33. …aplace/city as a brand
  34. 34. paris is romance
  35. 35. milan is style
  36. 36. new york is energy
  37. 37. washington is power
  38. 38. tokyo is modernity
  39. 39. barcelona is culture
  40. 40. rio is fun
  41. 41. …adestination as a brand
  42. 42. now, we’re talking about destination branding
  43. 43. why destinationbranding
  44. 44. Where Are We ?
  45. 45. similar view similar beach
  46. 46. Where Are We ? CebuPhuket Malaysia
  47. 47. Where Are We ?Bali CebuPhuket Malaysia
  48. 48. In today’s globalized, every placehas to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect and attention.
  49. 49. e Brand UnionkartaDo we own Bali ? Do we own Bali ?
  50. 50. Many place suffer from animage which is out-of-date, unfair, unbalanced
  51. 51. understanding the terminology
  52. 52. ?Destination branding Nation branding Place branding
  53. 53. Nation branding is a field oftheory and practice whichaims to measure, build andmanage reputation ofcountries [Anholt, 2003]
  54. 54. City BrandingIt is the city’s reputation or image orimpression or perception amongthose people that cares about it, suchas citizens, potential investors andvisitors
  55. 55. Destination BrandingDestination branding is“selecting a consistentbrand element mix to identify and distinguish a destination through positive image building” in terms of its leisure and tourism
  56. 56. commondestination branding misconception
  57. 57. destination branding is simply a destinationcommunications strategy
  58. 58. malaysia truly asia commercial ads
  59. 59. visit indonesia commercial ads
  60. 60. destination branding is simply a destination tagline,destination visual identityor even a destination logo
  61. 61. much, much,branding is much,destination much more
  62. 62. ads, tagline,t h a n visual identity, logo
  63. 63. It is a strategic process fordeveloping a long-term visionfor a place that is relevant and compelling to key audiences.
  64. 64. it influences and shapes positive perceptions of aplace/destination
  65. 65. It is anchored in a community’s societal, political or economic objectives by focusing on its relevant differences, identifying the corepromise that it makes to key audiences, and developing and consistently communicating the core, positive attributes of the place
  66. 66. “Taglines are fragile, limited or toobroad. They do not represent whoyou really are. A brand is the DNAof a place, what it is made of, what it passes from generation to generation. It is authentic and “ indicates what makes a place different from others Paul O’Connor
  67. 67. what should we do if it happens
  68. 68. is it what we calledunforgettable image
  69. 69. the perceptions will bebuild by experiencing the brandeither it is good or bad experience
  70. 70. destination branding the differences
  71. 71. “There’s a big difference between branding a region and a company or a product. Product brands only have to please oneaudience, consumers. You don’t have to ask the beans in the can how they feel about the label. Corporate brands have more audiences to please, such as owners, managers, workers and customers. Branding a geographically entity is still more complex, especially when it involvesnational characteristics and loyalties. Brands that involve whole populations need popular permission. Wally Olins
  72. 72. stakeholdersemployee manage- ment tourists
  73. 73. multi dimensional factors NaturalInfrastructures Resources Cities History Education Etiquette Culture Nature Geography People Culture Character Place Brands SocialInfrastructures Resources Economy Politics Culture System Political Laws/ Culture Education Industries Economy Structure Regulations
  74. 74. It should not be the task of a single department. It is a task of complex stakeholders that have multiple perspectives and interest
  75. 75. There are some reasons whyDestination Branding is very important
  76. 76. a strong destination brand can shift the perception of a city that may be suffering from a poor image among external and internal constituents
  77. 77. a strong destination brand can createa common vision for the future of the community and its potential
  78. 78. a strong destination brand can provide a consistentrepresentation of the place.
  79. 79. a strong destination brand canenhance its local, regional andglobal awareness and position
  80. 80. The BigQuestions
  81. 81. Do you want BaliSafari Marine Park becoming adesirable place forvisitor destination
  82. 82. Do you want Bali Safari Marine Parkbecoming a desirable place to work
  83. 83. if yes......
  84. 84. what is your vision for BSMP?
  85. 85. What does your BSMP stand fortoday – both its strengths and weaknesses?
  86. 86. What can and should the BSMPstand for in the future, and how do we articulate that?
  87. 87. What will make the BSMP unique, valued and attractive toemployee, businesses and tourist audiences?
  88. 88. How will we make this new positioning a reality?
  89. 89. What role do you have inbringing the BSMP brand to life?
  90. 90. the most important thingsWhat does your BSMP brand strategy to solve it?
  91. 91. How will we measure success of the brand strategy?
  92. 92. a lot of questions to answer a lot of things to doa lot of paper work to finished
  93. 93. to makeBali Safari Marine Parka place for visitor destination a place to work
  94. 94. sowhat can you do to make it happen
  95. 95. this isEight Simple StepProcess to Develop aDestination Brand
  96. 96. Define Clear 1Objectives
  97. 97. ?Is it to attract Is it to drive and retain commerce? employee? Is it to attract visitors? or may be to change current perceptions?
  98. 98. Understand the 2Target Audience
  99. 99. ? What are their Who does current perceptionsthe audience and attitudes of the consist of? BSMP? What do theyneed that BSMP Can BSMP meet can provide? that need? If so, how?
  100. 100. Identify Current 3Brand Image
  101. 101. ? What Has the image ofassociations the BSMP changedare linked to over time? the BSMP? What visual What is the imagery does the current BSMP evoke? personality of the BSMP?
  102. 102. Set the Aspirational 4Brand Identity
  103. 103. What associations ? do you want peopleWhat do you to think of when want the they think of the BSMP to BSMP? stand for?What is the ideal personality or What type ofpersona for the experience BSMP? would you like to have there?
  104. 104. STOP
  105. 105. ?Before we continue thepresentation .......... are you familiar with the terminology brand image brand identity brand positioning
  106. 106. Physical Name, Logo, Typo, Color, Slogan, Sound/MusicEmotional Attitude, Personality, Value Proposition, Story
  107. 107. brand strategist Customers & Marketing,Potential customers PR, Product
  108. 108. brand identity brand strategist Strategy Customers & Marketing,Potential customers PR, Product
  109. 109. brand identity brand strategist Strategy brand positioning Messaging Customers & Marketing,Potential customers PR, Product
  110. 110. brand identity brand Results strategist Strategybrand brandimage positioning Messaging Customers & Marketing, Potential customers PR, Product
  111. 111. brand Results strategist Strategy Messaging Customers & Marketing,Potential customers PR, Product
  112. 112. Develop the 5Positioning
  113. 113. ?What does the positioning mean forthat audience and what are the key messages that should be communicated to influence their perceptions?
  114. 114. Remember: Unique position in relation to competitors, based onDifferentiation of offering Cost of offering Specialized focus of offering
  115. 115. Execute the 6Brand Strategy
  116. 116. ?Where is the critical point yourtarget audience may come into contact with BSMP?
  117. 117. Measure Success 7
  118. 118. Monitoring the ! success of branding efforts with key audiences Measuring the effectiveness of branding and marketing activities over timeMeasuring the brand metrics in conjunction with the economic and community development metrics
  119. 119. Measures the percentage Recognition Measures the percentage Awareness Brand of stakeholders who know Brand of stakeholders who know the location name in a what the location target market. represents and what it provides. Measures the percentageUnderstanding of stakeholders who can Measures how well the Delivery Brand location is delivering on the Brand identify the brand promise that the location is brand promise with its communicating in the stakeholders. marketplace. Measures whether the location brand is relevant, Brand Value motivating and valuable to stakeholders. Measures whether Uniqueness Measures the stakeholders believe the Preference Brand Brand recommendation from location’s brand promise is existing customer to relevant and distinct when others. compared to competing locations.
  120. 120. Review & Review 8
  121. 121. a few slides left
  122. 122. ?a frequent asking questions
  123. 123. how longthat it takes?
  124. 124. Development and execution ofa destination brand can take a number of months or maybe years, depending onthe scope of the initiative, the level of research and the organizations involved.
  125. 125. Branding is a long-termundertaking. The results take time, patience andcommitment. Set realistic criteria for success, andmake a plan for measuring success annually.
  126. 126. Branding takes time, but it alsotakes consistency. Stick to your strategy for a set period of timebefore you change it. Put the energy toward delivering a consistent message, look and feel across all factor and also the communication media.
  127. 127. Execution of the brand strategyrequires resourcefulness.
  128. 128. the success story
  129. 129. finally, the conclusion
  130. 130. Understand your customer
  131. 131. focus
  132. 132. create an unique differentiation
  133. 133. create an unforgettable story
  134. 134. create an unforgettable experience
  135. 135. Increase your competitiveness
  136. 136. commit
  137. 137. live your brand
  138. 138. You never get a second chanceto make a first impression
  139. 139. Every destination has a story.
  140. 140. What’syours?
  141. 141. “Strong brands neverhappen by accident. “ Prophet, 2002
  142. 142. discussion session
  143. 143. Thank You
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