Destination Branding: Building Brand Equity

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Transcript of Destination Branding: Building Brand Equity

  1. 1. - A R I T R O D A S G U P T A Destination Branding: Building Brand Equity 1
  2. 2. Principles of Destination Branding Purpose & Potential Truth Aspirations & Betterment Inclusiveness & Common Good Creativity & Innovation Complexity & Simplicity Connectivity Things Take Time 2
  3. 3. Benefits of Destination Branding Helps reduce choice Reduces impact of intangibility Facilitates precise segmentation Conveys consistency across multiple outlets & through time 3
  4. 4. Benefits of Destination Branding Reduces risk factor attached to decision making about holidays Helps provide focus for integration of producers effort, helping people work towards common outcome 4
  5. 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. 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. 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. 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. 9. Perspectives on DB 9 Urban Planning Perspective Tourism & Vacation Marketing Perspective
  10. 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. 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. 12. Brand Conceptualizations 12 DBs as Communicators DBs as Perspective Entity DBs as Relationships
  13. 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. 14. Relational Network Brand Model (Hankinson Model) 14 Core Brand Consumer relationships Primary service relationships Media relationships Brand Infrastructure relationships
  15. 15. Core Brand 15 Brand personality Brand positioning Brand reality
  16. 16. Consumer Relationships 16 Non conflicting target markets Residents & employees Internal customers Managed relationships from the top
  17. 17. Brand Infrastructure Relationships 17 Access services External transport (land, air, rail, sea) Internal transport Hygiene facilities Car parks Open spaces
  18. 18. Media Relationships 18 Publicity Public relations Advertising
  19. 19. Primary Service Relationships 19 Retailers Events & leisure activities Hotels & hotel associations
  20. 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. 21. Thank You 21