Branding is an important marketing tool used to increase sales, profits, and customer satisfaction. A brand consists of a name, symbol, or design that identifies a product and conveys a reputation. Effective destination branding communicates rational messages about facts as well as emotional messages to invoke feelings. It seeks to attract visitors who are most likely to be satisfied and recommend the destination to others. Research such as focus groups and interviews helps define the brand proposition and ensure the needs of the largest target audience are met. The benefits of branding include increased customer loyalty, recruitment of new customers, and retention of existing customers.

1. Sales & Marketing Destination Branding

2. Branding Brands are a powerful marketing tool used to: increase sales Increase profitability Increase customer satisfaction

3. Destination Branding A brand is: The name Sign Symbol Design Or any combination used to identify the product It has also been described as a reputation

4. Destination Branding Is not just about slogans, clever names, advertising and public relations Seeks to convey messages to the user which must be rations (facts) and emotional (invoke feeling) http://www.brandauckland.com/brand-journey-whats-it-about.html

5. Brand Name The part of the brand consisting of the words or letters that can be used to identify the destination http://www.brandauckland.com/the-brand.html

6. Brand Mark The symbol or logo design used to identify the product or service http://www.newzealand.com/travel/qualmark/qualmark_home.cfm

7. Trademark A brand that has legal protection and is restricted for exclusive use by the owner of the trademark http://www.tourism.australia.com/Marketing.asp?sub=0413&al=2119

8. Branding Essentials Know your marketplace and competitors Dimensions of the market Strength of the competitor brands

9. Branding Process Define the brand eg. the destination Totally new? Or a sub-brand of an existing one Is it a tourism or business investment brand? Both should support the other http://www.tourismnewzealand.com/tourism_info/about-us/100-pure-campaign/100-pure-campaign_home.cfm#

10. Branding Process Define the proposition Attracting the visitors who have the greatest chance of being satisfied They will go home and tell their friend Assess the competition Distinguish your brand for the rest Meet the needs of the largest audience?

11. How to do this Research Focus groups One to one interviews with business investors Future scenario workshops

12. Benefits of branding Creation of customer loyalty Recruitment of new customers Retention of existing customers Used for promotion Local operators may include brand in their promotion

13. Branding - Needs Wants and Needs - motivate travellers Good food and wine Sunshine Natural geographic beauty Night entertainment Culture Sport and adventure

14. Branding - Key Good destination brands create a vision that everyone in the destination can relate to This encourages service providers to create training programmes built around the vision

15. Branding - Needs Self improvement Acquiring new skills Improving existing ones Eg. skiing, sailing, cookery course

16. Branding - Needs Spiritual Desire to explore oneself Solitude Tranquillity rest

17. Destination Brand - Basis Combination of Fascination the excitement from the unique features of the destination and its culture Trust Confidence in product and its delivery

18. Wellington Wellington is a city full of treasures. A place to spoil yourself - whatever that may mean to you. The 'best little capital in the world' is a place to indulge in your love of art, culture, fashion or food. And it can all be done by foot - Wellington is a place to discover rather than navigate. http://www.wellingtonnz.com/spoilyourself