Destination Branding


Published on

Some basics of how to brand a destination ........

Published in: Travel, Business, Technology
  • you have done a great work .......... its really working and important for us. so please keep sharing ....
    Branding and Advertising
    Are you sure you want to  Yes  No
    Your message goes here
  • You make a number of references to positioning, the examples of brands built in an era that no longer exists, the Kotler definition of a brand and a number of tried and tested formulas etc related to branding.

    But the world is a very different place to the one in which Burger King began or when Ries and Trout wrote their great work.

    Here is the best definition of a brand today.
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Destination Branding

  1. 1. Destination Branding PESHWA ACHARYA Permission to quote is kindly provided if appropriate reference given.
  2. 2. Topics <ul><li>The PIB Model </li></ul><ul><li>What is a brand? </li></ul><ul><li>What is destination branding? </li></ul><ul><li>What is a destination brand? </li></ul><ul><li>What a brand is not …..just! </li></ul><ul><li>Destination branding successes </li></ul><ul><li>Five phases of brand development </li></ul><ul><li>Brand identity development </li></ul><ul><li>Implications for CVBs </li></ul>
  3. 3. Are You Confused about Destination Branding? Image Perception Positioning Sustainable Competitive Advantage Product Differentiation Branding A plethora of terms
  4. 4. The PIB Model Positioning-Image-Branding <ul><li>Visitor </li></ul><ul><li>Destination-CVB </li></ul>Perceptions Image Images Positioning Branding Product Development Marketing Destination Choice
  5. 5. Destination Image
  6. 6. Role of Image in Destination Choice <ul><li>Travelers’ images of destinations play an important role in destination choice. </li></ul><ul><li>“ Image differentiates tourist destinations from each other and is an integral and influential part of the traveler’s decision process ” (Baloglu and Brinberg, 1997). </li></ul><ul><li>One of the reasons is the intangibility of destinations. They cannot be sampled or tested out before the purchase like most products. </li></ul>
  7. 7. Definition of Destination Image <ul><li>The sum of beliefs, ideas, and impressions that a person has of a destination (Crompton, 1979). </li></ul><ul><li>A set of cognitions and affections that represent an entity to an individual (Mazursky and Jacoby, 1986). </li></ul><ul><li>A mental representation of an object or place (Fridgen, 1987). </li></ul><ul><li>The visual or mental impression of a place, a product, or an experience held by the general public (Milman and Pizam, 1995). </li></ul>
  8. 8. Components of Destination Image <ul><li>Gunn (1972) identified two components of image: </li></ul><ul><li>Organic: Images formed by individuals themselves through such things as past experiences with destinations, and through unbiased sources of information (e.g., news reports, movies, newspaper articles, etc.). </li></ul><ul><li>Induced: Images created through information received from external sources, including destination advertising and promotion. </li></ul>Branding
  9. 9. Destination Positioning
  10. 10. What is Positioning? <ul><li>“ Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is you position the product in the mind of the prospect.” </li></ul><ul><li>Al Ries and Jack Trout. Positioning: The Battle for Your Mind. </li></ul><ul><li>“ Positioning begins with the customer. But positioning is not so much what you say about your products or company as much as it is what your customers say about you.” </li></ul><ul><li>Regis McKenna. Relationship Marketing. </li></ul>
  11. 11. What is Positioning? <ul><li>“ Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.” </li></ul><ul><li>Philip Kotler. Marketing Management: The Millennium Edition. </li></ul><ul><li>“ Positioning is the development of a service and a marketing mix to occupy a specific place in the minds of customers within target markets.” </li></ul><ul><li>Alastair Morrison. Hospitality and Travel Marketing. </li></ul>
  12. 12. Positioning Success Stories The Uncola Where’s the beef?
  13. 13. Destination Branding
  14. 14. What is a Brand? <ul><li>“ A brand is a name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” </li></ul><ul><li>Kotler, Philip. (2000). Marketing management: The millennium edition . Prentice-Hall, p. 404 </li></ul>
  15. 15. The Great Power of Brand Names
  16. 16. Definition of Destination Branding <ul><li>Destination branding is a process used to develop a unique identity and personality that is different from all competitive destinations. </li></ul><ul><li>Destination branding is “selecting a consistent brand element mix to identify and distinguish a destination through positive image building ” (Cai, 2000) </li></ul>“ Branding is perhaps the most powerful marketing weapon available to contemporary destination marketers ” (Morgan and Pritchard, 2002, p. 11)
  17. 17. Definition of Destination Branding <ul><li>Destination branding is about combining all things associated with the 'place' (i.e., its products and services from various industries -- agriculture; tourism; sports; arts; investment; technology; education, etc.) that collaborate under one brand. Its aim is to capture the essence of the destination, in a unified manner, and can be consumed simultaneously at a symbolic and experiential level. It is then used to market those unique added values to consumer needs and sustaining its success in the face of competition. </li></ul>
  18. 18. What is a Destination Brand? <ul><li>A destination brand is: </li></ul><ul><li>A way to communicate a destination’s unique identity to visitors </li></ul><ul><li>A means of differentiating a destination from its competitors </li></ul><ul><li>A uniform “look” that all destination partners can consistently use </li></ul><ul><li>A symbol, name, term or design, or combination of these elements </li></ul>Identity Personality Look Image Essence
  19. 19. What a Brand is Not …… Just! <ul><li>A destination brand brand is not just: </li></ul><ul><li>An advertising slogan (or tag line) </li></ul><ul><li>A logo to stick on a t-shirt </li></ul><ul><li>A distinctive color scheme </li></ul><ul><li>A brochure or Web site </li></ul><ul><li>And definitely not: </li></ul><ul><li>A vacuous statement that locals have dreamed up to improve community self-image </li></ul><ul><li>A “pet” idea of a local politician to drum up all types of economic development </li></ul>Vacuous = Vague or meaningless Explanation for Don!!
  20. 20. Challenges of Destination Branding <ul><li>Destinations are not a single product but composite products consisting of a mix of different components (the destination mix). </li></ul><ul><li>Destination marketers have little control over the destination mix they are branding. </li></ul><ul><li>There is a diverse range of organizations and partners involved in crafting and delivering on the brand. </li></ul><ul><li>Often there is a lack of enough funding for branding efforts. </li></ul><ul><li>Political influences may be felt. </li></ul>
  21. 21. Corporate Tourism Brands
  22. 22. Destination Branding Successes: International
  23. 23. 1969 mid-1970s Destination Branding Successes: National
  24. 24. Destination Branding Successes: Midwest Regional
  25. 25. Then ……What is a Good Brand? <ul><li>Attractive </li></ul><ul><li>Consistent with positioning </li></ul><ul><li>Conveys excitement and quality </li></ul><ul><li>Expresses the destination’s personality </li></ul><ul><li>Memorable </li></ul><ul><li>Simple </li></ul><ul><li>Transportable to the Web as a domain name </li></ul><ul><li>Unique </li></ul><ul><li>Well-accepted by all partners </li></ul>
  26. 26. Then ……What is a Good Brand? <ul><li>An emotional attachment to the destination must be built with a brand that is: </li></ul><ul><li>Credible </li></ul><ul><li>Deliverable </li></ul><ul><li>Differentiating </li></ul><ul><li>Conveying powerful ideas </li></ul><ul><li>Enthusing for partners and stakeholders </li></ul><ul><li>Resonating with visitors </li></ul><ul><li>Morgan and Pritchard, 2002, p. 27 </li></ul>
  27. 27. Five Phases of Destination Branding <ul><li>Phase 1: Market investigation, analysis and strategic recommendations </li></ul><ul><li>Phase 2: Brand identity development </li></ul><ul><li>Phase 3: Brand launch and introduction – communicating the vision </li></ul><ul><li>Phase 4: Brand implementation </li></ul><ul><li>Phase 5: Monitoring, evaluation and review </li></ul><ul><li>Morgan and Pritchard, 2002, pp. 26-30 </li></ul>
  28. 28. Brand Identity Development <ul><li>The Destination Brand Benefit Pyramid </li></ul><ul><li>Developing the Brand Architecture </li></ul><ul><li>Identifying Brand Drivers </li></ul>
  29. 29. The Destination Brand Benefit Pyramid What is the essential nature and character of the brand? What psychological rewards or emotional benefits do people get by visiting this destination? What does value mean for the typical repeat visitor? What are the tangible, verifiable, objective, measurable characteristics of the destination? What benefits to the visitor result from the destination’s features? Level 1 Level 2 Level 3 Level 4 Level 5
  30. 30. Developing the Brand Architecture <ul><li>What is the “core personality” of our area as a visitor destination? </li></ul><ul><li>What positive images do visitors have of of our area? </li></ul><ul><li>What positive images do residents have of our area? </li></ul><ul><li>What positive images do industry partners have of our area? </li></ul>What makes us different?
  31. 31. Developing the Brand Architecture <ul><li>What are the words or phrases that best describe us? </li></ul><ul><li>What symbols or key images are associated with our destination? </li></ul><ul><li>What concepts, ideas, events, and people are associated with our destination? </li></ul><ul><li>What do we have that no-one else has? </li></ul>What makes us different?
  32. 32. What Are Our Brand Drivers? <ul><li>Brand drivers are the essence of a place – the destination’s unique and own-able qualities that make it different from other places. </li></ul><ul><li>Walter Landor, Landor Associates, San Francisco as quoted in: “More than a logo: Building a brand identity” by Kathleen Cassedy, HSMAI Marketing Review , Summer 2001 </li></ul>
  33. 33. Brand Architecture <ul><li>Positioning </li></ul><ul><li>Rational Benefits </li></ul><ul><li>Land of fire and stone </li></ul><ul><li>Rugged, unspoilt, wilderness. Dramatic scenery. Romantic history, heritage, and folklore. Warm and feisty people. </li></ul>Scotland
  34. 34. Brand Architecture <ul><li>Emotional Benefits </li></ul><ul><li>Personality </li></ul><ul><li>I feel in awe of the elements in Scotland. I feel embraced by the warmth of the people. </li></ul><ul><li>Independent. Warm. Mysterious. Rugged. Feisty. </li></ul>Scotland