Chapter 6 Designing and Managing Tourism and Hospitality Products(Tourism and Hospitality Marketing)

2. Presented By:
Md. Shaifullar
Rabbi
Professional
Experiences
Lecturer- Dept. of Tourism & Hospitality Management,
DIIT-NU
Industry Assessor at Bangladesh Technical Education
Board (Ticketing and Reservation- Tourism &
Hospitality Sector)
Former Coordinator & Lecturer- DBA, IBAIS University
Guest Lecturer – BTHM,IBAIS University
Resource Person & Trainer- Sheikh Hasina National
Institute of Youth Development
Resource Person & Trainer - ATAB Tourism Training
Institute
Resource person & Trainer- Bangladesh Hotel
Management Tourism Training Institute
Educational Qualifications
MBA & BBA-Major in Tourism & Hospitality
Management, University of Dhaka.
Certified NTVQF Level -4/Assessor Part
(Ticketing And Reservation)
Completed Diploma Course in Travel Agency
& Tour Operation Management
Certified NTVQF Level 2 Course entitled
Ticketing & Reservation
Certified NTVQF Level 1 Course
entitled Tour Guiding

3. Branding
“Brand is a name, term, sign, symbol or
design, or a combination of these, that is
intended to identify the goods and services
of one business or group of businesses and
to differentiate them from those of
competitors". Branding is a combination of
tangible and intangible attributes
symbolized in a trademark, which, if
properly managed, creates influence and
generates value. Brands are a means of
differentiating a company’s products and
services from those of its competitors.

4. Brand Equity
Brand equity is a marketing term that describes a
brand’s value. That value is determined by consumer
perception of and experiences with the brand. If
people think highly of a brand, it has positive brand
equity. When a brand consistently under-delivers and
disappoints to the point where people recommend
that others avoid it, it has negative brand equity.
Positive brand equity has value:
• Companies can charge more for a product with a
great deal of brand equity.
• That equity can be transferred to line extensions –
products related to the brand that include the brand
name – so a business can make more money from
the brand.

6. Brand Image
Brand image is the perception of the
brand in the mind of the customer. It is
an aggregate of beliefs, ideas, and
impressions that a customer holds
regarding the brand. A simple definition
of brand image could be – the customers’
perception of the brand based on their
interactions and experience with the
brand or their beliefs of what the brand
could be. A brand can be perceived
differently by different customers.
Hence, the formation of a consistent
brand image is a huge task for any
business.

7. Brand Extension
A brand extension is when a company
uses one of its established brand
names on a new product or new
product category. It's sometimes
known as brand stretching. The
strategy behind a brand extension is
to use the company's already
established brand equity to help it
launch its newest product. If
successful, a brand extension can
help a company reach new
demographics, expand its customer
base, increase sales, and boost
overall profit margins.

8. Trademark
A trademark (also written trade
mark or trade-mark) is a type
of intellectual property
consisting of a recognizable
sign, design, or expression
which identifies products or
services of a particular source
from those of others, although
trademarks used to identify
services are usually called

9. Importance of Branding
(i) It helps in product identification and gives ‘distinctiveness’ to a product.
(ii) Indirectly it denotes the quality or standard of a product.
(iii) It eliminates imitation of the product.
(iv) It ensures legal rights of the product.
(v) It helps in advertising and packaging activities
(vi) It helps to create and sustain brand loyalty to a particular product.
(vii) It helps in price differentiation of products.
(viii) It helps the manufacturer for identifying the product.
(ix) It improves the effectiveness of product advertising and promotion. Product identity can
be created easily which would help easy ‘Repeat Sales’.
(x) It helps to increase and control the share of market.
(xi) An accepted brand makes the introduction of new products easier and thereby helps in
expansion of product mix.

10. Types of Brands
Many things can become brands, including products,
services, organizations, individuals, groups, events,
geographic places, private labels, media...the list goes on.
But what type of brand is your business? Here are some of
the most common types to get you started.
•Product Brands
•Service Brands
•Personal Brands
•Event Brands
•Geographical Brands

11. Product Brands
Product brands are those companies that are often
defined by their first or most popular
product. Typically, product brands are associated with
tangible products such as cars, household goods or
lifestyle products. This can either be specific
(individual product) or cover a range of products
(product range).
Individual Product: like Coca-Cola or Pepsi.
Product Range: Most car brands represent a product
range brand - think Ford (with several distinct models
under that brand umbrella)
Ingredient Brand: Ingredient brands and branding are
great for cross promotion. For example, Arm and
Hammer baking soda in an individual product brand
unto itself, but it gets additional promotion as a

12. Service Brands
A service brand is just that - a brand
that is defined by the service that it
provides. Some of the biggest
brands to grow to prominence in the
last few years are service brands -
like Uber, Lyft, and AirBnb - with
several others developing a hybrid
service/product brand identity - like
Dollar Shave Club, Quip, or Blue
Apron. With service at the core of
their identities, service brands need

13. Personal Brands
The rise of social media didn’t invent
the personal brand, but it did make it a
major part of the branding
conversation. Celebrities are the most
common examples of personal brands -
people like Oprah, Martha Stewart,
and Chrissy Teigan have nearly
perfected the art - but charismatic
founders and leaders of companies (for
example Steve Jobs, Elon Musk, Vera
Wang) can become deeply connected
to and associated with their brand
even as the company expands and
their involvement changes.

14. Event Brands
Event brands produce events which deliver
a consistent branded experience to its
attendees, in turn creating long term
consumer loyalty. Sporting events like the
Olympics or music festivals like Coachella
focus on the consumer experience as a
branded effort, as the brand is typically
strongly connected with the experience
the attendees gain from being at the
event. This is a key reason why product or
service brands will often sponsor events -
they are trying to leverage the emotional
connection associated with the event’s
goodwill by being a part of that

15. Geographical Brands
Countries, cities, streets, and
buildings such as landmarks have
distinct key qualities that can be
seen as identifications of a brand,
if utilized correctly. Also known as
city or destination brands, these
brands capitalize on the feelings
that a city or region builds in
order to associate itself with
related ideas and concepts. The “I
LOVE NY” or “Visit Denver “
trademarks and brands are great

16. Other Types of Brands
Global Brands: Typically epitomized by
household names such as Amazon,
McDonalds, and Disney, these brands
are widely marketed and recognized
world-wide.
Luxury Brands: Through quality,
association, and story-telling, prestige
brands - like Louis Vuitton, TIffany,
Balenciaga, and Cartier - deliver social
status and endorsement.
Cult Brands: Fierce communities of
customers help propel these brands
forward. Some examples include

17. THE FOUR CORE FUNCTIONS OF
BRANDING
DIFFERENTIATION: Each day, there are more and more companies rising to the surface in
their fields. It’s safe to say that within your industry particularly, you’ll be going up against
competitors both big and small. The innovation of product and services is moving far too fast
for businesses to solely rely on out-innovating the competition to gain market share and
momentum.
AUTHENTICITY: You have a past. Whether that history is good or bad, it brought you to
where you are today. Your failures and successes are all a part of what makes you unique so
it’s important to share them with your audience in a way that makes sense.
VALUE SETTING AND CENTERING: Branding is a way of life that uncovers and formalizes the
core values of an organization. The storytelling step is one of the best ways to bring a
companies mission to the forefront, but first you have to set your values.
UNIFICATION: Each department in your organization should know it’s role in the branding
process. Everyone should be on the same page as far as the general rules that go into making
everything work. Branding, as stated earlier, is a way of life. It’s not meant to be dealt with in
one department. Simple day to day tasks are all part of a companies brand.

18. Benefits of Branding
• Customer Awareness
• Customer Loyalty
• Product Differentiation
• Competitive Advantage
• Introduction of new products and
services
• Attract Investors
• Image of quality
• Attracts the best talent from the
industry

20. BRANDING DECISIONS

21. New product development
In business and engineering, new
product development (NPD)
covers the complete process of
bringing a new product to market.
A central aspect of NPD is product
design, along with various
business considerations. New
product development is described
broadly as the transformation of
a market opportunity into a
product available for sale.

22. New Product Development Process
New Product Strategy – Innovators have clearly defined their goals and
objectives for the new product.
Idea Generation – Collective brainstorming ideas through internal and external
sources.
Screening – Condense the number of brainstormed ideas.
Concept Testing – Structure an idea into a detailed concept.
Business Analysis – Understand the cost and profits of the new product and
determining if they meet company objectives.
Product Development – Developing the product.
Market Testing – Marketing mix is tested through a trial run of the product.
Commercialization – Introducing the product to the public.

24. 8 Steps of New Product Development

26. Product Life Cycle
Product life cycle comprises of
four steps/stages. Each stage
of product life cycle can be
characterized in terms of at
least four aspects – sales
volume, amount of profits,
level of promotional efforts
and expenses, and degree of
competition. Each stage
demands the unique