Get to know about Destination Branding: Building Brand Equity. SKYLINE Business School is a career-oriented business school in India that can boost your career by joining the relevant training sessions in which you are interested. Their highly experienced trainer will give complete knowledge about every parameter of the tourism sector.

1. - A R I T R O D A S G U P T A
Destination Branding: Building
Brand Equity
1

2. Principles of Destination Branding
 Purpose & Potential
 Truth
 Aspirations & Betterment
 Inclusiveness & Common Good
 Creativity & Innovation
 Complexity & Simplicity
 Connectivity
 Things Take Time
2

3. Benefits of Destination Branding
 Helps reduce choice
 Reduces impact of intangibility
 Facilitates precise segmentation
 Conveys consistency across multiple outlets &
through time
3

4. Benefits of Destination Branding
 Reduces risk factor attached to decision making
about holidays
 Helps provide focus for integration of producer’s
effort, helping people work towards common
outcome
4

5. Major Challenges for Destination Marketers
 Limited funding as compared to consumer goods &
services- need to outsmart rather than outspend
 Politics- balance between cutting edge brand
promotions & the management & bureaucratic red
tape of local, regional & political parties
 An unstable external environment- global, regional &
national conflicts, disasters & economic changes
5

6. Major Challenges for Destination Marketers
 Changing consumer preferences (from products to
emotional experiences) need to package destinations
to make them living experiences
 Tourism competition- finding a point of
differentiation that is credible & that competitors
cannot surpass
6

7. Destination Brand Equity
7
 Equity refers to effects or outcomes that accrue to
the destination brand name
 Deals with consumers’ knowledge
 Ever evolving with mass media constantly generating
newer trends

8. Stages in Destination Branding (DB)
8
 Stage 1: destinations exist as holistic entities /
nuclear products
 Stage 2: visitors assemble destination products from
set of elements through own personal experiences
 Stage 3: cements a unique position in the minds of
the wider tourist public

9. Perspectives on DB
9
 Urban Planning Perspective
 Tourism & Vacation Marketing Perspective

10. Urban Planning Perspective
10
 Destination part of bigger picture
 Tourism fits into overall scheme of things
 Infrastructure development done with view to
improve overall destination & tourism aspects

11. Tourism & Vacation Marketing Perspective
11
 Tourism is distinctive aspect of economy, works in
isolation
 All infrastructure development s geared for tourism
purpose only, where other scheme fit in around this
aspect

12. Brand Conceptualizations
12
 DBs as Communicators
 DBs as Perspective Entity
 DBs as Relationships

13. Relational Network Brand Model
13
 Also known as Hankinson Model
 Represented by core brand & 4 categories of brand
relationships
 Relationships are dynamic & evolve

14. Relational Network Brand Model (Hankinson
Model)
14
Core
Brand
Consumer
relationships
Primary
service
relationships
Media
relationships
Brand
Infrastructure
relationships

15. Core Brand
15
 Brand personality
 Brand positioning
 Brand reality

16. Consumer Relationships
16
 Non conflicting target markets
 Residents & employees
 Internal customers
 Managed relationships from the top

17. Brand Infrastructure Relationships
17
 Access services
 External transport (land, air, rail, sea)
 Internal transport
 Hygiene facilities
 Car parks
 Open spaces

18. Media Relationships
18
 Publicity
 Public relations
 Advertising

19. Primary Service Relationships
19
 Retailers
 Events & leisure activities
 Hotels & hotel associations

20. Destination Brand Performance Measurement-
Questions
20
 How did you come to know about this destination?
 Do you want to travel to this destination? Why?
 What are the key attractions of this destination?
 What time of the year would you like to visit the
location?
 If already visited, does the promotion reflect the
major attractions o the location?

21. Thank You
21