This document discusses destination branding and marketing. It addresses three questions: Are places brands? Are places products? What to do with tourism marketing? It argues that places can be strong brands when they are known for certain qualities, like a country being known for engineering or style. Place branding is about a destination's identity and contribution, not just marketing. Strong destination brands should use the established brand to sell products, while weaker brands need products to help build the brand by working with stakeholders. The key is using branding and marketing strategically depending on a place's existing brand strength.

1. DESTINATION IMAGE
Driving the Future of Responsible
Travel and its Revenues

2. THREE QUESTIONS ANSWERED
• Are places brands?
• Are places products?
• What to do with tourism marketing?

3. ARE PLACES BRANDS?

4. ARE PLACES BRANDS?

5. BUT BRANDED LIKE OLIVE OIL?

6. YET THESE ARE STRONG BRANDS
The country of quality engineering?
The country of style en design?
The country of freedom and opportunity?
6

7. SO WHAT BUILDS IMAGE?

9. USA
Germany
UK
France
Canada
Japan
Italy
Switzerland
Australia
Sweden
Spain
Netherlands
Austria
New Zealand
Denmark
Finland
Ireland
Belgium
Brazil
Greece
Russia
China
Argentina
Singapore
Poland
Korea
Hungary
Czech Rep.
Mexico
India
Turkey
Thailand
Croatia
South Africa
Peru
Chile
Malaysia
Egypt
Indonesia
UAE
Ecuador
Colombia
Saudi Arabia
Qatar
Kenya
Botswana
Nigeria
Iran
0
25
50
75
100
125
0 10 20 30 40 50
Anholt-GfK Nation Brands Index 2013 rank
GoodCountryIndexrank
USA
Germany
UK
France
Canada
Japan
Italy
Switzerland
Australia
Sweden
Spain
Netherlands
Austria
New Zealand
Denmark
Finland
Ireland
Belgium
Brazil
Greece
Singapore
Poland
Kore
0
25
50
0 10 20

10. IT’S ABOUT CONTRIBUTION
TOP NATION BRANDS: TOP CITY BRANDS:

11. 11
CONTRIBUTION BASED ON IDENTITY

12. THE SCHOOL OF PLACE BRANDING

13. ARE PLACES PRODUCTS?

14. SO BRANDING ≠ MARKETING

15. DESTINATION BRANDING NONSENSE

16. SO WHAT TO DO?…DEPENDS!
WEAK BRAND
• Have the product build
the brand
• Work with ALL
stakeholders
• Develop ‘on-brand’
products/campaigns
STRONG BRAND
• Have the brand sell
the product(s!)
• Use the brand in
smart creative ways

21. THE IMAGE IS THE FUTURE
THANK YOU!