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Branding

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An introductory look at the branding concept

An introductory look at the branding concept

Published in: Education, Business, Travel

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  • 1. Sales & Marketing Destination Branding
  • 2. Branding
    • Brands are a powerful marketing tool used to:
      • increase sales
      • Increase profitability
      • Increase customer satisfaction
  • 3. Destination Branding
    • A brand is:
      • The name
      • Sign
      • Symbol
      • Design
      • Or any combination used to identify the product
      • It has also been described as a reputation
  • 4. Destination Branding
    • Is not just about slogans, clever names, advertising and public relations
    • Seeks to convey messages to the user
        • which must be rations (facts)
        • and emotional (invoke feeling)
      • http://www.brandauckland.com/brand-journey-whats-it-about.html
  • 5. Brand Name
    • The part of the brand consisting of the words or letters that can be used to identify the destination
      • http://www.brandauckland.com/the-brand.html
  • 6. Brand Mark
    • The symbol or logo design used to identify the product or service
      • http://www.newzealand.com/travel/qualmark/qualmark_home.cfm
  • 7. Trademark
    • A brand that has legal protection and is restricted for exclusive use by the owner of the trademark
    • http://www.tourism.australia.com/Marketing.asp?sub=0413&al=2119
  • 8. Branding Essentials
    • Know your marketplace and competitors
    • Dimensions of the market
    • Strength of the competitor brands
  • 9. Branding Process
    • Define the brand eg. the destination
    • Totally new? Or a sub-brand of an existing one
    • Is it a tourism or business investment brand?
    • Both should support the other
    • http://www.tourismnewzealand.com/tourism_info/about-us/100-pure-campaign/100-pure-campaign_home.cfm#
  • 10. Branding Process
    • Define the proposition
        • Attracting the visitors who have the greatest chance of being satisfied
        • They will go home and tell their friend
      • Assess the competition
      • Distinguish your brand for the rest
      • Meet the needs of the largest audience?
  • 11. How to do this
    • Research
      • Focus groups
      • One to one interviews with business investors
      • Future scenario workshops
  • 12. Benefits of branding
    • Creation of customer loyalty
      • Recruitment of new customers
      • Retention of existing customers
    • Used for promotion
      • Local operators may include brand in their promotion
  • 13. Branding - Needs
    • Wants and Needs - motivate travellers
      • Good food and wine
      • Sunshine
      • Natural geographic beauty
      • Night entertainment
      • Culture
      • Sport and adventure
  • 14. Branding - Key
    • Good destination brands create a vision that everyone in the destination can relate to
    • This encourages service providers to create training programmes built around the vision
  • 15. Branding - Needs
    • Self improvement
      • Acquiring new skills
      • Improving existing ones
        • Eg. skiing, sailing, cookery course
  • 16. Branding - Needs
    • Spiritual
      • Desire to explore oneself
      • Solitude
      • Tranquillity
      • rest
  • 17. Destination Brand - Basis
    • Combination of
      • Fascination
        • the excitement from the unique features of the destination and its culture
      • Trust
        • Confidence in product and its delivery
  • 18. Wellington
    • Wellington is a city full of treasures. A place to spoil yourself - whatever that may mean to you. The 'best little capital in the world' is a place to indulge in your love of art, culture, fashion or food. And it can all be done by foot - Wellington is a place to discover rather than navigate.
    • http://www.wellingtonnz.com/spoilyourself