This document discusses destination branding, rebranding, and the challenges involved. It defines destination branding as developing a sense of trust with tourists through the experience. Rebranding is creating a new identity for an established brand. Examples given are Tahiti islands, which earn $271 million annually from tourism, and Kerala, India earning $6.2 million. Challenges of destination branding include creating an environment allowing the brand to influence operations, developing effective messaging for different audiences, building consensus for fresh communication, and defining the brand for competitive advantage. Rebranding challenges are overcoming past perceptions, fighting resistance to change, and ensuring internal adoption with consistent messaging.
7. Rebranding is a marketing
strategy in which a new
name, term, symbol,
design, concept or
combination thereof is
created for an established
brand with the intention of
developing a new,
differentiated identity in
the minds of consumers,
investors, competitors,
and other stakeholders.
9. Tahiti is the largest island in French Polynesia,
the South Pacific archipelago
Population is 189,517
Tourism revenue amounted to XPF 70.6 billion,
CFP Franc
271 million USD
Kerala tourism income 6.2 million USD
12. Creating the environment and organisational
structures within a place which allow the
brand strategy to influence the way in which
a place operates
1
the need to create messaging which is
equally effective across a wide range of
different audiences
2
need to build a consensus which allows
the place to communicate in a fresh, bold
and imaginative way.
3
understanding the need to define your
brand and use it to your competitive
advantage
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