destination branding workshop_creating_a_place_brand
DESCRIPTION
Part Two of the Destination Branding Workshop via About TourismTRANSCRIPT
By: Manolis Psarros @about_tourism
Destination Branding Workshop PART
TWO
Creating a Place Brand
in this part:
Why branding matters?Brand
Knowledge
Brand Trust
Brand Loyalty
Creating a Place Brand
For Tourists: Because they would choose a destination brand only when they can trust it.
For Destinations: Because a trusted brand brings about tourist loyalty.
Source: Brand Knowledge, Trust and Loyalty { A Conceptual Model of Destination Branding/ Cathy Hsu Liping - A. Caiy
“Destination branding, is about creating a sense of place and telling a story’’
Tom Buncle, Yellow Railroad International Destination Consultancy
Creating a Place Brand
‘... the worst thing an aspiring community, country or any other type of place could do is not intervene in their own image creation and ignore branding concepts’’.
Joao R. Freire, Place-Branding Expert
Creating a Place Brand
Martin Homlish, Chief Marketing Officer SAP - Wall Street Journal, September 2000
“Every time you communicate with your audiences, you either build equity in your brand, ……………. or you destroy it.”
The Challenge
Creating a Place Brand
The FactsImage and identity are becoming more important in enabling
destinations to stand out in the crowd (YouGov 2008)
– 55% of corporate decision makers found it difficult to differentiate between locations on the basis of ‘hard’ economic facts – 65% say it is becoming harder
– 92% say that image and profile are becoming more important
– 60% say that factors such as culture have become more important in the last 5 – 10 years
– 85% of investment decision makers want to invest in a place whose values reflect their own company
Creating a Place Brand
The AnswerDistinctive
Memorable
Personality - sense of place - a story
Authentic
Co-Creative
Place-Making (policies, innovations, events, structures, investments
and symbolic actions)
Creating a Place Brand
In order to manage place-brands successfully and therefore reduce the gap between identity and the standardised true (or image), it is necessary to understand the variables that compose the brand.
Creating a Place Brand
Joao R. Freire, Place-Branding Expert
Place
Place
Creating a Place Brand
Topography /scenery
Public realm
Public art
History
Architecture
© 2007-2009 LondonEditions.com
Products
Products
Creating a Place Brand
“Own” products
Claimed products
People
Creating a Place Brand
Culture Attitude
Reputation Famous / infamous
A good place to:
live work do business invest buy from visit
Feel of a Place
Creating a Place Brand
The Branding Process
ETC/UNWTO Handbook on Tourism Destination Branding
Destination Audit
Segmentation Analysis
SWOT Analysis
Stakeholder Perception Consultatio
n
Consumer Perception & in depth TO interviews
Competitor Analysis
Stakeholder Consultation to close
gap between consumer & stakeholder
perceptions
Brand Development
(brand pyramid/whe
el)
Incorporate Brand in Marketing
Communications
Create a Brand Advisory
Group
Monitor Brand
Performance
Refine Brand (including any new consumer
research & stakeholder consultation on an
ongoing basis
Creating a Place Brand
Brand Essence
Positioning Statement
Brand Personality
Emotional Benefits
Rational Attributes
What is the essential nature & character of your destination?
What Makes the Destination Stand Out from Everywhere Else?
How would the Destination like to be seen and described by its main audience
How Do they Feel about the Place?
What do visitors like to see and do? What influences business/investments decisions
The Brand Development Model
Creating a Place Brand
Brand at the Core of all Marketing Activities
Brand
Creating a Place Brand
Strongly Branded DestiNations generally:
Make very clear promises that are kept over time
Stay relevant—functional attributes coupled with “intangibles”
Provide value for the resources required to invest / visit in that country
Have loyal stakeholders
Deliver the benefits that stakeholders desire and hold credible
Have unique brand equity involving strong thoughts and feelings
Are dependable and deliver consistently against expectations
Have an ability to be identified under different conditions
Are less vulnerable to competitive neighbouring marketsSource: Ruth Stanat via the Branding Strategy Insider Blog
Poorly Branded DestiNations generally:
Make vague promises that change over time
Have very low general equity and low emotional commitment
Have “spotty” reputations, create doubt
Have little loyalty, rely on pricing and promotional incentives
Source: Ruth Stanat via the Branding Strategy Insider Blog
‘In fact, if destination marketers only remember one piece of advice, it had better be this. Do not think about what to say next; think about what to do’’.
Simon Anholt
Coming Soon..
Branding Strategies in Action