DESTINATION BRANDING Creating The Unique Destination Proposition

BY:GROUP 5

Destination branding is a process used to develop a unique identity and personality that is different from all competitive destinations.

Destination branding is “selecting a consistent brand element mix to identify and distinguish a destination through positive image building” (Cai, 2000)

A destination brand is:

A way to communicate a destination’s unique identity to visitors

A means of differentiating a destination from its competitors

A uniform “look” that all destination partners can consistently use

A symbol, name, term or design, or combination of these elements

FASHIONABLE

FAMOUS

FAMILAR

FATIGUED

REFRESHMENT

TIME

PRODUCT

DESTINATION BRAND FASHION CURVE

HIGH

LOW

POTENTIAL STAR CELEBRITY

LOSER PROBLEM PLACE

LOW HIGHCELEBRITY VALUE

EMOTIONAL

PULL

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.”

Philip Kotler. Marketing Management: The Millennium Edition.

SCOTLAND

INDIA

SOUTH AFRICA

POLAND

UKRAINE

AFGANISTAN

ANTARTICA

THE BAHAMAS

PARIS

IRELAND

HIGH EMOTIONAL PULL

LOW EMOTIONAL PULL

HIGH CELEBRITY VALUE

LOW CELEBRITY VALUE

Phase 1: Market investigation, analysis and strategic recommendationsPhase 2: Brand identity developmentPhase 3: Brand launch and introduction communicating the visionPhase 4: Brand implementationPhase 5: Monitoring, evaluation and review

Morgan and Pritchard, 2002, pp. 26-30

What is the essential nature and character of the brand?

What psychological rewards or emotional

benefits do people get by visiting this destination?

What does value mean for the typical repeat visitor?

What are the tangible, verifiable, objective, measurable characteristics of the destination?

What benefits to the visitor result fromthe destination’s features?

Level 1

Level 2

Level 3

Level 4

Level 5

Brand Personality: In a word he is crazy. Both warm and welcoming. Sometimes offending but caring too. He has got many faces both brighter and dark ones.

One liner: A smile on every face. Its not describeable,you got to

experience it yourself.Colour & Symbol: Orange(Basanti) ,

Spinning wheel(Ganesha/ Om)

Key aspects of India: Nature, Culture and Hospitality

Favourite destinations: Goa and Kerala.

Aspect of natural Beauty: Wilderness

Culture & Tradition: Cultural Diversity & Local Cuisine

People & Environmental Experiences: Diverse geography , variety of experiences.

Destination branding does not means only Tourism , rather Tourism is a part of Destination branding .

GUJRATJHARKHANDJAMSHEDPURSURATOOTYMUMBAIBANGALORECHENNAIHYDERABAD

BRANDING INDIA

NATURE MUSIC & DANCE YOGA ARCHITECTURE ART CINEMA CUISINE FESTIVELS LITRATURE DRESSING

• Strengths:– Geographical Diversity – Desert, Mountains, Forests and Beaches– Cultural Diversity– Wealth of archaeological sites and historic monuments– Manpower costs are low– World class hotels present

• Weaknesses:– Lack of adequate infrastructure– Xenophobic attitude among certain sections– No proper marketing tools used

• Opportunities:– Proactive role of govt. in framing proper policies– Allowing entry of more multinational companies– Growth of Domestic Tourism

• Threats:– Economic Conditions of the other countries– Political turbulence in Kashmir, Gujarat– Aggressive strategies approached by other countries for tourism

AGRA DELHI

GOA HIMACHAL

JAIPUR JAISLAMER

KASHMIR KERELA

DARJEELING UDAIPUR

Destinations are not a single product but composite products consisting of a mix of different components (the destination mix).

Destination marketers have little control over the destination mix they are branding.

There is a diverse range of organizations and partners involved in crafting and delivering on the brand.

Often there is a lack of enough funding for branding efforts.

Political influences may be felt.

SPECIAL THANKS TO CHANDAN JAIN ( CAMERA MAN ) ALEX & THOMAS

THANK YOU