Destination Branding Workshop_Part_One


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Defining the Concepts & 9+1 Brand-Building Principles

Published in: Technology, Business

Destination Branding Workshop_Part_One

  1. 1. By Manolis Psarros Destination Development & Marketing Consultant Destination Branding Workshop
  2. 2. Defining the Concepts + 9+1 Brand-Building Principles in this part:
  3. 3. Defining the Concepts
  4. 4. What is a Nation Brand? ‘Nation Brand’ is a useful summation of the intangible competitive assets of a country: its vision, its genius, its distinctive character, its people, its promise to the marketplace’ Simon Anholt
  5. 5. Nation Branding: Does it really exist?
  6. 6. • The Anholt Argument: Nation Brand Vs Nation Branding: ‘’Nation Branding: a dangerously misleading phrase which seems to contain a promise that the images of countries can be directly manipulated using the techniques of marketing communications’’.
  7. 7. • The Anholt Argument: Nation Brand Vs Nation Branding: Places can’t construct or manipulate their images with advertising or PR, slogans or logos – and although some governments spend large amounts of money trying to do just that, there is absolutely no proof that it works.
  8. 8. The brand images of countries, whether good or bad, are seldom an entirely accurate reflection of the reality of the country.
  9. 9. • The Anholt Argument: Nation Brand Vs Nation Branding: “Countries are judged by what they do, as they have always been, and not by what they say’’.
  10. 10. ‘’The way to gain a good reputation is to endeavor to be what you desire to appear’’ Socrates
  11. 11. ‘Countries are countries, not brands’
  12. 12. ‘The whole premise of brand strategy is to change every aspect of the brand’s operations to deliver on core positioning. The superficial, unimportant aspects of a country branding strategy like a logo or ad campaign are entirely possible, but how about all the crucial operational stuff? An effective country brand strategy would have to change laws, policing, street names, unemployment benefit, health policies, family planning guidelines - all to fit the country brand positioning’.
  13. 13. The other side: ‘Countries are brands, and as brands are finding out, building one is a strategic effort, not a series of tactics. It is also time for countries to move away from asking advertising agencies to build their brands’.
  14. 14. The other side: ‘Nation branding is like any other kind of branding: if you don't get the people on the inside engaged, then the reality is never going to live up to the brand promise’.
  15. 15. The other side: ‘Many countries have looked at what they have and what they do best and then they match those attributes to the requirements for value of their target markets’.
  16. 16. Are You Confused?
  17. 17. At least most of them agree on that: ‘No matter if the concept of brand might fit or not something as wide and variable as the perception of a country, branding seems to be working within tourism’’
  18. 18. Let’s make it clear: Marketing communications alone cannot change a country’s image Destination branding alone cannot change a nation’s image. No single national stakeholder has control over all of the factors that affect a country’s reputation. Source: ETC/UNWTO Handbook on Tourism Destination Branding
  19. 19. Let’s make it clear: A country inherits most of its strongest assets (e.g. people, history, culture, landscape) Changing a country’s image for the better takes many years, sometimes generations. When the destination product and the way in which it is presented are in harmony, and when different stakeholders work together across all sectors, there is a real chance of making a difference in terms of the country’s international image. Source: ETC/UNWTO Handbook on Tourism Destination Branding
  20. 20. Let’s make it clear: Brand Image Vs Brand Identity Brand image or more specifically place image, is something that is perceived by the consumer. It is about consumers' perceptions and beliefs. Brand Identity, on the other hand, is something that the brand manager aspires to achieve. Brand identity is created by the brand owner so that what is transmitted to the consumer is a carefully thought out projection of the intention of the brand owner. Source: Interview with Joao R. Freire - Place Branding Expert
  21. 21. Let’s make it clear: Branding Vs Communications The branding exercise is more complex than communication. By focusing the attention solely on communication, all other areas that might be relevant for the brand identity construction are obscured and considered irrelevant. The main argument against this point of view is that brands exist with or without advertising. The brand building process is not about advertising or communication but about what the product can offer. It is fundamental to involve, explain and inform all relevant stakeholders in order to have a coherent communication strategy and to assure that the desired brand identity is coincident with the consumer's brand image. Source: Interview with Joao R. Freire - Place Branding Expert
  22. 22. From theory into practice
  23. 23. Can you successfully brand an entire destination?
  24. 24. 9+1 Brand-Building Principles
  25. 25. #1 Follow the Circle Planning Development Management Marketing Monitoring Change
  26. 26. #2 Build a Holistic Brand Perspective
  27. 27. #3 Achieve Balance between Sectors
  28. 28. #4 Engage the Local Stakeholders
  29. 29. #5 Establish Simple & Effective Communication
  30. 30. #6 Collect Intelligence (target markets – competitors – residents - intermediates)
  31. 31. #7 Focus: You can’t be everything to everyone
  32. 32. #8 Branding is for Everyone
  33. 33. #9 It’s a Never-ending Process
  34. 34. and always remember.. #10 Every place has a brand. If you don't actively define it, your market will do it for you.
  35. 35. Coming Soon.. Creating a Place Brand
  36. 36.