destinationbranding
DESCRIPTION
destination brandingTRANSCRIPT
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be differentbe yourselfbe a great brand
its a war out therethe war of competitionthe war of identity
so,its once lifetime opportunity
the war of imagethe war of perception
win the competitionquote’s by:Fredy UtamaJune 2008
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refreshingmoment
0811 1881 275
fredyutama
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destinationbranding
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all images used in this presentation reserved by www.flickr.com, www.adsfortheworld.com,
www.apple.com, www.brandchannel.com, etc
it’s for internal use only
all images used in this presentation served as an illustration only, with the respect for the image
ownership and the person
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ready?
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What is brand?
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logo toyota
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a brand ismore than just a logo
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a brand ismore than just a name
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a brand ismore than just a product
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a brand ismore than just a slogan
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Sowhat exactlyis a brand?
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A product is something made in a factory; a brand is something that is
bought by the customer. A product can be copied by a competitor; a brand is
unique. A product can be quickly outdated; a successful brand is timeless.
Stephen King
“ “
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“A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the
offering does not live up to what they expect from the brand, they will decide
to stop buying”
Richard Branson
““
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Me
““
A brand is more than simply a name, trademark, a design, a slogan or an easily
remembered picture. A brand built by experiencing their value and their
promises in customer minds.
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in other words
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its not what you say it is
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its what they say it is
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brand?
why
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The Brand Union
Jakarta
27 © The Brand Union 2008
“Funky Business” Kjell Nordstrom and
Jonas Ridderstrale
“Similar”
! “We live in a world characterized
by a surplus of similar
companies, employing similar
people, with similar educational
backgrounds, working in similar
jobs, coming up with similar
ideas, producing similar things,
with similar prices and similar
quality”
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The Brand Union
Jakarta
27 © The Brand Union 2008
“Funky Business” Kjell Nordstrom and
Jonas Ridderstrale
“Similar”
! “We live in a world characterized
by a surplus of similar
companies, employing similar
people, with similar educational
backgrounds, working in similar
jobs, coming up with similar
ideas, producing similar things,
with similar prices and similar
quality”
A brand differentiatesfrom similar offerings
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a brand escape pressure to compete on price
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a strong brand
ensuresquality/
trust
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brandelement
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Name, Logo, Typo, Color, Slogan, Sound/Music
Physical
Attitude, Personality, Value Proposition, Story
Emotional
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brandelement
#1. Name
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can one of you help me for this topic
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?is it nameimportant
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brandelement
#1. Logo, Typo, Color, Slogan
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the VERTICAL expansion
now,
of a brand
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individual… an
as a brand
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country … a
as a brand
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place/city… a
as a brand
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paris is romance
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milan is style
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new york is energy
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washington is power
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tokyo is modernity
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barcelona is culture
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rio is fun
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destination… a
as a brand
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now, we’re talking aboutdestinationbranding
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why
brandingdestination
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Where Are We ?
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similar viewsimilar beach
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Where Are We ?
Cebu
Phuket Malaysia
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Bali Cebu
Phuket Malaysia
Where Are We ?
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In today’s globalized, every place has to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect and
attention.
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Do we own Bali ?
The Brand Union
Jakarta
29 © The Brand Union 2008
Do we own Bali ?
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Many place suffer from an image which is out-of-date,
unfair, unbalanced
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understandingthe terminology
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?Place branding
Destination branding
Nation branding
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Nation branding is a field of theory and practice which aims to measure, build and manage reputation of countries [Anholt, 2003]
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It is the city’s reputation or image or impression or perception among those people that cares about it, such as citizens, potential investors and visitors
City Branding
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Destination BrandingDestination branding is “selecting a consistent brand element mix to
identify and distinguish a destination through positive image building” in terms of its leisure and tourism
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destination brandingcommon misconception
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destination is simply a
destination branding
communications strategy
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malaysia truly asia commercial ads
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visit indonesia commercial ads
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destination tagline, destination visual identity or even a destination logo
destination brandingis simply a
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much, much, much, much more
destination branding is
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ads,tagline, visual identity,logo
t h a n
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It is a strategic process for developing a long-term vision for a place that is relevant and compelling to key audiences.
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it influences and shapes positive perceptions of a
place/destination
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It is anchored in a community’s societal, political or economic objectives by focusing on its relevant
differences, identifying the core promise that it makes to key audiences, and
developing and consistently
communicating the core, positive
attributes of the place
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“
“Taglines are fragile, limited or too broad. They do not represent who you really are. A brand is the DNA of a place, what it is made of, what
it passes from generation to generation. It is authentic and indicates what makes a place
different from othersPaul O’Connor
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if it happenswhat should we do
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unforgettable imageis it what we called
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build by experiencing the brand
the perceptions will be
either it is good or bad experience
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destination brandingthe differences
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“
“
Wally Olins
There’s a big difference between branding a region and a company or a product.
Product brands only have to please one audience, consumers. You don’t have to ask
the beans in the can how they feel about the label. Corporate brands have more
audiences to please, such as owners, managers, workers and customers.
Branding a geographically entity is still more complex, especially when it involves
national characteristics and loyalties. Brands that involve whole populations need
popular permission.
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employee manage-ment
tourists
stakeholders
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multi dimensional factors
Place Brands
History Education
Culture
Etiquette
CharacterPeople
Resources
Culture Education Industries
EconomyInfrastructures
EconomyPolitical
Structure
Social System
Laws/Regulations
CulturePolitics
Natural Resources
Nature Geography
CitiesInfrastructures
Culture
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It should not be the task of a single
department. It is a task of complex
stakeholders that have multiple
perspectives and interest
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whyThere are some reasons
Destination Brandingis very important
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a strong destination brand can shift the perception of a city that may be suffering from a poor image among external
and internal constituents
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a strong destination brand can create a common vision for the future of the
community and its potential
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a strong destination brand can provide a consistent
representation of the place.
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a strong destination brand can enhance its local, regional and global awareness and position
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The Big Questions
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Do you want Bali Safari Marine Park
becoming a desirable place for visitor destination
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Do you want Bali Safari Marine Park becoming a desirable place to work
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if yes......
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what is your vision for BSMP?
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What does your BSMP stand for today – both its strengths and
weaknesses?
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What can and should the BSMP stand for in the future, and how
do we articulate that?
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What will make the BSMP unique, valued and attractive to
employee, businesses and tourist audiences?
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How will we make this new positioning a reality?
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What role do you have in bringing the BSMP brand to life?
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What does your BSMP brand strategy to solve it?
the most important things
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How will we measure success of the brand strategy?
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a lot of questions to answera lot of things to do
a lot of paper work to finished
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to make
a place to worka place for visitor destination
Bali SafariMarine Park
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so
to make it
what can you dohappen
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this is Eight Simple Step Process to Develop a Destination Brand
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Define Clear Objectives
1
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?or may be to change current
perceptions?
Is it to attract and retain employee?
Is it to drive commerce?
Is it to attract visitors?
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Understand the Target Audience
2
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?Who does
the audience consist of?
What are their current perceptions and attitudes of the
BSMP?
What do they need that BSMP
can provide? Can BSMP meet that need? If so, how?
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Identify Current Brand Image
3
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?What
associations are linked to the BSMP?
Has the image of the BSMP changed
over time?
What is the current
personality of the BSMP?
What visual imagery does the
BSMP evoke?
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Set the Aspirational Brand Identity
4
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?What do you
want the BSMP to
stand for?
What associations do you want people
to think of when they think of the
BSMP?
What is the ideal personality or
persona for the BSMP?
What type of experience
would you like to have there?
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STOP
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?Before we continue the presentation ..........
are you familiar with the terminology
brand imagebrand identity
brand positioning
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Name, Logo, Typo, Color, Slogan, Sound/Music
Physical
Attitude, Personality, Value Proposition, Story
Emotional
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brand strategist
Customers & Potential customers
Marketing, PR, Product
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brand strategist
brand identity
Customers & Potential customers
Marketing, PR, Product
Strategy
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Messaging
brand strategist
brand positioning
brand identity
Customers & Potential customers
Marketing, PR, Product
Strategy
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Messaging
Results brand strategist
brand image
brand positioning
brand identity
Customers & Potential customers
Marketing, PR, Product
Strategy
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Messaging
Results brand strategist
Customers & Potential customers
Marketing, PR, Product
Strategy
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Develop the Positioning
5
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?What does the positioning mean for that audience and what are the key
messages that should be communicated to influence their
perceptions?
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Remember:
Unique position in relation to competitors, based on
Differentiation of offering
Cost of offering
Specialized focus of offering
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Execute the Brand Strategy
6
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?Where is the critical point your target audience may come into
contact with BSMP?
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Measure Success 7
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!Monitoring the
success of branding efforts with key
audiences
Measuring the brand metrics in conjunction with the
economic and community development metrics
Measuring the effectiveness of branding and
marketing activities over time
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Measures the percentage of stakeholders who know
the location name in a target market.
Bran
d A
war
enes
s Measures the percentage of stakeholders who know
what the location represents and what it
provides.
Measures the percentage of stakeholders who can
identify the brand promise that the location is
communicating in the marketplace.
Measures how well the location is delivering on the
brand promise with its stakeholders.
Bran
d U
nder
stan
ding
Bran
d Pr
efer
ence
Brand Recognition
Brand D
eliveryBrand
Uniqueness
Measures whether the location brand is relevant, motivating and valuable to stakeholders.
Measures whether stakeholders believe the
location’s brand promise is relevant and distinct when
compared to competing locations.
Bran
d Va
lue
Measures the recommendation from
existing customer to others.
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Review & Review 8
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a few slides left
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?a frequent asking questions
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that it takes?how long
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Development and execution of a destination brand can take a
number of months or maybe years, depending on the scope of the initiative, the level of research and
the organizations involved.
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Branding is a long-term undertaking. The results take
time, patience and
commitment. Set realistic criteria for success, and
make a plan for measuring success annually.
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Branding takes time, but it also
takes consistency. Stick to your strategy for a set period of time
before you change it. Put the energy toward delivering a consistent
message, look and feel across all factor and also the
communication media.
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Execution of the brand strategy requires resourcefulness.
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the successstory
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finally, the conclusion
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Understand your customer
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focus
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create an unique differentiation
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create an unforgettable story
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create an unforgettable experience
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Increase your competitiveness
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commit
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live your brand
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You never get a second chanceto make a first impression
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Every destination has a story.
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What’s yours?
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“ “Strong brands never happen by accident.
Prophet, 2002
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sessiondiscussion
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Thank You