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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
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“ 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
““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
“ 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
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, identifying the corepromise that it makes to key audiences, and developing and consistently communicating the core, positive attributes of the place
“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
“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
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
It should not be the task of a single department. It is a task of complex stakeholders that have multiple perspectives and interest
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 internal constituents
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
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?
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
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.
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.
Branding is a long-termundertaking. The results take time, patience andcommitment. Set realistic criteria for success, andmake a plan for measuring success annually.
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.
Execution of the brand strategyrequires resourcefulness.