HOW TO BRAND A DESTINATION
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Transcript of HOW TO BRAND A DESTINATION
HOW TO BRAND PENANG WHEN EVERYTHING IS
DIFFERENT
Essential issues of destination brandingApril 7, 2009
Nick Wreden, MA, MS
HOW TO BRAND PENANG
OVERVIEW Branding’s new world Hong Kong: Case study Issues to think about Next steps for Penang
CAN YOU REMEMBER?
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BRANDING TODAY?
BRANDING TODAY?
“It's not what we don't know that hurts, it's what we know that ain't so.”
Will Rogers 1879-1935
Marketing Dept.
Mass economy branding
(1920 - 95)“Sell what we
make”
Customer economy branding
(1996 - 2010)“Sell what customers
want to buy”
Personalised branding (2011-??)
“Provide customer solution”
Marketing dept. Organization Supply chain
Sales Profits Relationship depth/strength
Strategy:
We define brandbased on “position”,
“messages,” etc
Customers define brands based on economic,
emotional & experiential value
Customers & firms co-create brands based on
personalisation capabilities
Advertising, PR, etc.+ “positioning”+ market research
1: AWARENESS
Quality/service
+ processes
+ customer DB
2: ENGAGEMENT
Personalization
+ immediacy
+ integration (SC)
3. CO-CREATION
Brand strategy:
Brand owner:
Metrics:
1 2 3FORMULAS FOR SUCCESS FOR EACH ERA
Strategic focus:
Competitors Customers Social networks
Tactics: Creative-driven Data-driven Customer-driven
CASE STUDY: HONG KONG
BACKGROUND: Tourism Asia‘s most popular tourist
destination Fierce regional competition
1,000+ destination organizations
Tourism = major economic pillar
Visitor arrivals in 2003: 15.5 million
CASE STUDY: HONG KONG
BACKGROUND: Branding HK Commission on Strategic Development in
2000 concluded: "Hong Kong needs to promote its unique
position as one of the most cosmopolitan & vibrant cities in Asia to a wide range of international audiences. A successful external promotion programme can have a significant positive impact on HK's ability to achieve a number of key economic, social & cultural objectives."
CASE STUDY: HONG KONG
BACKGROUND: Branding HK Other international branding campaigns
Most brand-building initiatives tourism-led Successful campaigns were all multiyear,
featured multimedia with consistent messages Also under stringent quality control; well
managed & coordinated Government commissioned team of firms to
conduct research & develop strategy for Brand Hong Kong
CASE STUDY: HONG KONG
STRATEGY: Key messages Prime location
Transport hub Corporate hub Huge pool of entrepreneurs, professionals with
decades of experience in China Advanced infrastructure
New roads, railways to Mainland New container terminal Express air cargo terminal & logistics centre AsiaWorld-Expo (70,000-s.m. exhibition ctr.)
CASE STUDY: HONG KONG
STRATEGY: Key messages Lifestyle
Convenient, compact, cosmopolitan city with stunning harbour, skyline & parkland vistas (over 40% of HK is park)
World-class sports (rugby, horse racing, golf, tennis, squash, sailing, table tennis, badminton)
World-class cultural performances, art exhibits, drama & arts festivals, street carnivals
Best restaurants & finest cuisine anywhere Low crime rate with professional police force
CASE STUDY: HONG KONG
STRATEGY: Other messages Politically stable Well-educated and caring society Low taxes Technologically advanced Low level of corruption Equality of women Accountable government
CASE STUDY: HONG KONG
STRATEGY: Development & execution Plan based on 5 key elements
Build additional infrastructure Improve existing facilities Enhance service quality Facilitate of visitor entry Actively promote Hong Kong
Business & tourism
CASE STUDY: HONG KONG
EXECUTION: InfrastructureGoal: Medium- to long-range plans for 5 major tourism clusters to broaden range of tourist facilities
Entertainment (Sunny Bay on Lantau Island) Hong Kong Disneyland Tung Chung Cable Car Giant Buddha
Recreation (countryside/harbour at Sai Kung) Range of active recreational facilities (hiking,
water sports) & world-class resorts
CASE STUDY: HONG KONG
EXECUTION: Infrastructure Culture belt
Stretch from new integrated arts, culture & entertainment area on W. Kowloon Reclamation to existing museums & performing arts venues in Tsim Sha Tsui
Heritage, entertainment & dining area To be developed in heart of Central, from
Central Police Station & covering attractions like Government House, St John‘s Cathedral, Hollywood Road & Lan Kwai Fong
CASE STUDY: HONG KONG
EXECUTION: Infrastructure Eco-tourism
Hong Kong Wetland Park project developed to showcase Hong Kong‘s ecological richness
Cruise New cruise terminal in SE Kowloon
Other“To make HK more visitor-friendly, installation of new signage in all districts”
CASE STUDY: HONG KONG
EXECUTION: ServiceTo promote quality service in retail & catering sectors, Hong Kong Tourism Board (HKTB) launched Quality Tourism Service (QTS) initiative
3,700+ shops & restaurants now have QTS accreditation
Inbound travel agents regulated Travel industry introduced training
programmes for tour guides
CASE STUDY: HONG KONG
EXECUTION: Promotion International Chinese New Year Parade Range of marketing activities worldwide to
promote HK "World city - My city" essay & photo
competition Videos “Win a Trip” contests nationally & internationally
Events (HK Rugby Sevens, ITU, Forbes CEO Conference, HK Products Expo, etc.)
CASE STUDY: HONG KONG
EXECUTION: Promotion Visual identity & tagline created (dragon
incorporating letters HK & Chinese characters for HK)
Logo promotion & advertising Signage; ferries, helicopters, planes All government Web sites
11 Economic & Trade Offices overseas
CASE STUDY: HONG KONG
EXECUTION: InvestHK Government department that promotes
advantages of HK to businesses; and assists overseas enterprises in growing business. Free services include:
Information on HK business environment & investment, including economic sector profiles, business incorporation advice, business contacts & information on availability & cost of land, factories, offices, housing
Match potential investors w/ business partners
CASE STUDY: HONG KONG
BRAND HONG KONG: Results Visitor arrivals in 2004
Total arrivals increased by 40.4% year-on-year to 21.8 million; highest in history
12.2 million arrivals from Mainland China Hotel occupancy averaged 88% for 2004
Economy grew by 8.1% in 2004 Highest growth rate in 4 years Above 20-year average of 4.8%
CASE STUDY: HONG KONG
BRAND HONG KONG: Results 144 foreign companies set up/expanded
operations in Hong Kong in first six months of 2005, investing US$192.3 million
13.4% increase from same period previous year Immediate creation of 1,421 jobs, with plans to
to create 3,072 more jobs in next 2 years
KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
or OR
KEY ISSUES FOR PENANG
OR
KEY ISSUES FOR PENANG
OR
KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
QuickTime™ and a decompressor
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OR
KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
OR
KEY ISSUES FOR PENANG
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KEY ISSUES FOR PENANG
SUMMARY Ensure long-term commitment Get continuous buy-in from ALL stakeholders Research what you have & what is wanted Focus on experiences, not places Target segments for differentiation Develop brand and other plans Move toward digital/social/WOM marketing Action, not discussion Development measurement & accountability
DOUBTS & QUESTIONS