handbook on tourism destinations branding - etc · pdf fileiv handbook on tourism...

Handbook on Tourism Destinations Branding

With an introduction by Simon Anholt

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For extranet use, only. Do not forward this document outside of ETC extranet.

Copyright © ETC and UNWTO, 2009 – All rights reserved.

Copyright © 2009 World Tourism Organization and European Travel Commission

Cover photo: copyright © Kheng Guan Toh, BigStockPhoto.com

Handbook on Tourism Destinations Branding

ISBN: 978-92-844-1311-9 (UNWTO)

ISBN: 978-92-990050-6-4 (ETC)

Published by the World Tourism Organization and the European Travel Commission

Printed by the World Tourism Organization, Madrid, Spain

First printing 2009

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Table of Contents

Acknowledgements .......................................................................................................... vii

Introductory Essay ............................................................................................................ ix

Why National Image Matters – By Simon Anholt

Executive Summary .......................................................................................................... xvii

Introduction ....................................................................................................................... xxiii

1 Branding Explained ........................................................................................................... 1

1.1 The Global Context ..................................................................................................... 1

1.1.1 Global Tourism Trends ..................................................................................... 1

1.1.2 Travel Motivation ............................................................................................. 2

1.1.3 Technological Change .................................................................................... 3

1.1.4 Competitive Environment ................................................................................ 4

1.2 Role: What a Brand Is and What It Is Not .................................................................... 6

1.2.1 Different Brand Types ...................................................................................... 13

1.2.2 Consumer Product Brands ............................................................................. 13

1.2.3 Service Brands ................................................................................................ 14

1.2.4 Destination Brands .......................................................................................... 14

1.2.5 Place Brands .................................................................................................. 15

1.2.6 Thematic Brands ............................................................................................. 18

1.2.7 Geographic versus Thematic Branding ............................................................ 19

1.2.8 Events: Reinforcing the Brand ......................................................................... 20

1.3 The Future ................................................................................................................... 22

1.3.1 Travel Motivation: The Experience Economy .................................................... 22

1.3.2 Commodities versus Brands ........................................................................... 24

1.3.3 From ‘Destination’ to ‘Place’ ........................................................................... 24

1.3.4 Branding in the Digital Age .............................................................................. 29

2 Practical Guide to Branding Strategy .............................................................................. 33

2.1 Introduction ................................................................................................................. 33

2.2 Defining Branding Objectives ....................................................................................... 33

2.3 Brand Positioning ........................................................................................................ 34

2.4 The Branding Process ................................................................................................. 34

2.4.1 Overview and Key Steps ................................................................................. 34

2.4.2 Destination Audit ............................................................................................. 35

2.4.3 Segmentation Analysis .................................................................................... 36

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iv Handbook on Tourism Destinations Branding

2.4.4 SWOT Analysis ............................................................................................... 37

2.4.5 Stakeholder Engagement ................................................................................ 37

2.4.6 Consumer Perception Research ...................................................................... 39

2.4.7 Competitor Analysis ........................................................................................ 42

2.4.8 Brand-building Models – Overview ................................................................. 44

2.4.9 Brand-building Models – The Brand Pyramid .................................................. 44

2.4.10 Brand-building Models – Brand Assets Template ............................................ 48

2.4.11 Brand-building Models – The Brand Wheel ..................................................... 49

2.4.12 Brand-building Models – Brand Wheel versus Brand Pyramid and

Brand Assets Template: Which One to Use? ................................................... 52

2.4.13 Integrating the Brand into Marketing Activities ................................................. 53

2.4.14 Global versus Local Marketing Campaigns ...................................................... 55

2.4.15 Global Brand versus Target Segments ............................................................ 56

2.5 The Challenges ........................................................................................................... 56

2.5.1 Understanding Visitors and Non-visitors .......................................................... 57

2.5.2 Achieving Stakeholder Buy-in .......................................................................... 57

2.5.3 Brand Architecture: The Relationship with Sub-national and

Supra-national Brands ................................................................................... 60

2.5.4 Stretching the Brand through Partnership ....................................................... 68

2.5.5 User-generated Content and Social Networking: Threat or Opportunity? ......... 73

2.5.6 Brand Coherence: Image without Cliché ........................................................ 77

2.5.7 Branding on a Budget .................................................................................... 78

2.5.8 Brand Lifespan ................................................................................................ 79

3 Bringing the Brand to Life ................................................................................................ 85

3.1 Introduction ................................................................................................................. 85

3.2 Applying the Brand Values – Marketing Communications ............................................ 86

3.2.1 Marketing Communications............................................................................. 86

3.2.2 Toolkit/Brand Guidelines .................................................................................. 86

3.2.3 The Logo: Brand Essence or Symbol? ............................................................ 89

3.2.4 Slogans and Straplines ................................................................................... 92

3.2.5 The Creative Brief ............................................................................................ 94

3.3 Living the Brand Values – Behaviour ............................................................................ 96

4 Managing the Brand .......................................................................................................... 99

4.1 Introduction ................................................................................................................. 99

4.2 Brand Manager/Guardian ............................................................................................ 100

4.3 Steering Group ............................................................................................................ 100

4.4 Internal Marketing: NTO Staff ...................................................................................... 101

4.5 Internal Marketing: Residents ...................................................................................... 101

4.6 Internal Marketing: Commercial and other Stakeholders .............................................. 102

4.7 Brand Champions ....................................................................................................... 102

4.8 Brand Advocates ........................................................................................................ 102

4.9 Brand Seminars .......................................................................................................... 103

4.10 Maintaining Momentum – Keeping the Brand Fresh ..................................................... 103

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vTable of Contents

5 Measuring Brand Impact .................................................................................................. 105

5.1 Introduction ................................................................................................................. 105

5.2 Brand Tracking Surveys ............................................................................................... 106

5.3 Online Panel Surveys ................................................................................................... 108

5.4 Omnibus-style Surveys ................................................................................................ 108

5.5 International Benchmarking Surveys ............................................................................ 109

5.6 Visitor Satisfaction Surveys .......................................................................................... 110

5.7 Monitoring Media Coverage ........................................................................................ 110

6 Branding Strategies in Action .......................................................................................... 113

6.1 Introduction ................................................................................................................. 113

6.2 Case Studies .............................................................................................................. 114

7 Conclusions and Recommendations .............................................................................. 139

7.1 Introduction ................................................................................................................. 139

7.2 At the Beginning: Understanding the Brand and Its Role ............................................. 139

7.3 Developing the Brand – Main Steps ............................................................................. 140

7.4 Implementing the Brand ............................................................................................. 142

7.5 Managing and Monitoring the Brand ........................................................................... 142

7.6 Critical Success Factors and the Future ...................................................................... 143

Annexes

Annex 1 Current NTO Branding Practices (NTO Branding Survey) ............................. 145

Annex 2 Glossary of Terms .............................................................................................. 157

Bibliography ....................................................................................................................... 163

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