Introduction to Destination Brands


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This presentation is an introduction to my work on destination brands

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  • Place reputations are not created through marketing!
  • Place reputations are not created through marketing!
  • Place reputations are not created through marketing!
  • Introduction to Destination Brands

    1. 1. Destination brands: development,challenges & cases Professor Nigel Morgan
    2. 2. Professor in the Welsh Centre for Tourism Research, @ CardiffMetropolitan UniversityResearch areas: destination reputation management, brands &development; tourism, place, citizenship & identities. Co-editor ofDestination Brands: Managing Place ReputationVisit our research group at 2
    3. 3. Our globalised, competitiveworld where it’s getting harder to command attention and maintain relevancy.
    4. 4. What is a ‘Destination’?• Described by marketers and tourism professionals as a geo- political system with its own Destination Management Organisation or DMO.• Seen by sociologists and cultural geographers as a socio- cultural construction.• In other words, some treat a destination as a set of attributes and others treat it as a set of cultural and symbolic meanings and contested realities. Both views are right.
    5. 5. Expert Definitions of Destination BrandingI believe destination or place branding is about creating value. The value thatproducts and businesses receive through direct association with a brand, or theadditional value that potential visitors attribute to a place because of its brandimage. This is sometimes referred to as the “identity premium.” (RogerPride, VisitWales)Destination branding is describing the experience of the place to the consumersand the formation of the experience in terms of the facilities, amenities andother resources that the area can provide. (Malcolm Allen, Placebrands)Destination branding is a continuing process to create unique tourist experiencesand build a sustained image that emotionally bonds with the host communitystakeholders and resonates with its targeted markets. (Liping Cai, PurdueUniversity). 6
    6. 6. Expert Definitions of Destination Branding However, it is also about more than simply making a destination more competitive: Destination branding is about packaging and marketing a set of images to promote a particular destination. There are however consequences that extend beyond marketing, for example, the brand vision can become an instrument for transforming the place and social engineering local cultures. The branding process also requires mobilising support and cultivating consensus in realising the brand as a place identity. (Can Seng Ooi, Copenhagen Business School)7
    7. 7. A strong brand provides added value, brings a powerful identity benefit, drives consumers’ behaviour, influences their perceptions of reality, opens doors, creates trust and respect and raises expectations of quality and integrity. In short we are talking about strong place reputations. A strong destination brand must deliver distinctive, compelling, memorable and rewarding experiences to its target audience.8
    8. 8. 1st• Who do you think has an effective destination brand? 2nd 4th.• The top four 3rd according to their peers are: 4th 10
    9. 9. DMO Branding Practice %Have an official brand strategy 82Have a brand manager DMO Branding Practice 37Have a set of brand values 80Think they have an unique positioning 75Have a brand toolkit 80Developed the brand in collaboration 90Don’t measure their brand’s impact 37Do cooperative branding 37Are tourism-related only 60 Source: WTO & ETC (2009) Handbook on Tourism 11 Destination Branding
    10. 10. Source: WTO & ETC (2009) Handbook on12 Tourism Destination Branding
    11. 11. The mission of any Destination Management Organisation (DMO) is to promote its destination to a wide range of stakeholders and audiences
    12. 12. 100% Pure New Zealand brand - calculated to be worth around US$13.6 billion, ranked 21st in the world just behind Samsung and ahead of Dell.14 Source:
    13. 13. But ... destination reputation is NOT created by DMOs15
    14. 14. Destination Reputation is based on three principles:i) Communication - reputation is something you talk about and is produced through storytelling;ii) Evaluation - reputation is something you critically assess;iii) Distinction - reputation makes you different.
    15. 15. Creating Differentiation• Whilst places which have strong brands have an easier time attracting businesses and talent within the knowledge economy, it is difficult to differentiate places.• Factors such as a place’s environment, its people, entertainment and leisure services and traditions in art and culture are assuming more importance with potential investors and tourists.
    16. 16. What does not work and is NOT branding• Creating a logo and a tagline is NOT building a destination brand.• A destination brand has to be rooted in a sense of place, it has to mean something to internal and external stakeholders and be credible and deliverable.• It is more than marketing, it has to be delivered on the ground.
    17. 17. Examples of Brand Values: • ‘creative, credible, contrasting, cool’ • ‘passion, people, culture, destinations’ • ‘indulgent, charming, abundant, vibrant’ • ‘welcome, quality, freedom, authenticity, sensuality’ • ‘rugged, natural, soulful, liberating’ • Real-ness, fusion, can-do-ness’ • ‘open, innovative, authentic, caring.19 Source: WTO & ETC (2009) Handbook on Tourism Destination Branding
    18. 18. Bill Baker (2007) argues that some words have been so over-used that they have lost all their potency and sense of differentiation. He suggests that the most over-used words in branding include: • Discover (yourself) • Enjoy • Explore • Friendly • Gateway • Historical • Natural • Relaxing • The best, the centre of • Welcoming…20
    19. 19.  Todays tourists face a vast choice of destinations; A handful of major countries attract 75% of the world’s tourists; Most destinations are niche players competing for the remaining 25%; Small Destination Marketing Organisations have to deliver maximum value in a noisy & crowded marketplace on restricted budgets. 21
    20. 20. The Key Challenges in Reputation Management:(1) Leadership;(2) Partnership;(3) Communication & delivery;(4) Relevancy & impact.
    21. 21. LeadershipLeadership is increasingly being recognised as one ofthe key intangible assets of organizations which,along with their brand, are major determinants oftheir image and reputation and major componentsof their intellectual capital.What remains a cause for concern is the slowdevelopment of the leadership skills of electedpoliticians and officials and the lack of meaningfulinvolvement of leaders from the other sectors of oursocieties in leading the development of places.
    22. 22. PartnershipLeaders need to use their power effectively to create agenuine partnership of those with a major stake in thereputation of their place.They need to align, engage and mobilise stakeholdersfrom the private and community sectors in theleadership of their places and the creation andmanagement of their reputation.
    23. 23. CommunicationIn a world where we’re inundated with advertising andpersonalised communication, it is vital to build brandrelationships; moreover, the power of social media means thattoday’s tourist can tell the world about your destination’sshortcomings through YouTube or Facebook in a click.Thus, the interface between DMOs and tourists has completelychanged. No longer is the marketing mix about product,promotion, path, pricing, packaging and push. It is the consumer2.0 marketing mix based on conversations and context,connectivity, collaboration, creativity, collaboration and co-operation.
    24. 24. DMOs face major communication challenges:• Place reputation is derived from a host of sources, not just tourism marketing.• DMOs cannot control the place story or the image and they do not ‘own’ the destination.• DMOs are under pressure especially as a result of the digital revolution and their cost, relevance and value-for- money has come under greater scrutiny.
    25. 25. The global media plays a powerful role in shaping place reputation27
    26. 26. ToneTestimonies Traditions Creative PlacesTechnology Tolerance Talent The Virtuous Circle of Destination Reputation