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

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