By: Manolis Psarros @about_tourism

Destination Branding Workshop PART

TWO

Creating a Place Brand

in this part:

Why branding matters?Brand

Knowledge

Brand Trust

Brand Loyalty

Creating a Place Brand

For Tourists: Because they would choose a destination brand only when they can trust it.

For Destinations: Because a trusted brand brings about tourist loyalty.

Source: Brand Knowledge, Trust and Loyalty { A Conceptual Model of Destination Branding/ Cathy Hsu Liping - A. Caiy

“Destination branding, is about creating a sense of place and telling a story’’

Tom Buncle, Yellow Railroad International Destination Consultancy

Creating a Place Brand

‘... the worst thing an aspiring community, country or any other type of place could do is not intervene in their own image creation and ignore branding concepts’’.

Joao R. Freire, Place-Branding Expert

Creating a Place Brand

Martin Homlish, Chief Marketing Officer SAP - Wall Street Journal, September 2000

“Every time you communicate with your audiences, you either build equity in your brand, ……………. or you destroy it.”

The Challenge

Creating a Place Brand

The FactsImage and identity are becoming more important in enabling

destinations to stand out in the crowd (YouGov 2008)

– 55% of corporate decision makers found it difficult to differentiate between locations on the basis of ‘hard’ economic facts – 65% say it is becoming harder

– 92% say that image and profile are becoming more important

– 60% say that factors such as culture have become more important in the last 5 – 10 years

– 85% of investment decision makers want to invest in a place whose values reflect their own company

Creating a Place Brand

The AnswerDistinctive

Memorable

Personality - sense of place - a story

Authentic

Co-Creative

Place-Making (policies, innovations, events, structures, investments

and symbolic actions)

Creating a Place Brand

In order to manage place-brands successfully and therefore reduce the gap between identity and the standardised true (or image), it is necessary to understand the variables that compose the brand.

Creating a Place Brand

Joao R. Freire, Place-Branding Expert

Place

Place

Creating a Place Brand

Topography /scenery

Public realm

Public art

History

Architecture

© 2007-2009 LondonEditions.com

Products

Products

Creating a Place Brand

“Own” products

Claimed products

People

Creating a Place Brand

Culture Attitude

Reputation Famous / infamous

A good place to:

live work do business invest buy from visit

Feel of a Place

Creating a Place Brand

The Branding Process

ETC/UNWTO Handbook on Tourism Destination Branding

Destination Audit

Segmentation Analysis

SWOT Analysis

Stakeholder Perception Consultatio

n

Consumer Perception & in depth TO interviews

Competitor Analysis

Stakeholder Consultation to close

gap between consumer & stakeholder

perceptions

Brand Development

(brand pyramid/whe

el)

Incorporate Brand in Marketing

Communications

Create a Brand Advisory

Group

Monitor Brand

Performance

Refine Brand (including any new consumer

research & stakeholder consultation on an

ongoing basis

Creating a Place Brand

Brand Essence

Positioning Statement

Brand Personality

Emotional Benefits

Rational Attributes

What is the essential nature & character of your destination?

What Makes the Destination Stand Out from Everywhere Else?

How would the Destination like to be seen and described by its main audience

How Do they Feel about the Place?

What do visitors like to see and do? What influences business/investments decisions

The Brand Development Model

Creating a Place Brand

Brand at the Core of all Marketing Activities

Brand

Creating a Place Brand

Strongly Branded DestiNations generally:

Make very clear promises that are kept over time

Stay relevant—functional attributes coupled with “intangibles”

Provide value for the resources required to invest / visit in that country

Have loyal stakeholders

Deliver the benefits that stakeholders desire and hold credible

Have unique brand equity involving strong thoughts and feelings

Are dependable and deliver consistently against expectations

Have an ability to be identified under different conditions

Are less vulnerable to competitive neighbouring marketsSource: Ruth Stanat via the Branding Strategy Insider Blog

Poorly Branded DestiNations generally:

Make vague promises that change over time

Have very low general equity and low emotional commitment

Have “spotty” reputations, create doubt

Have little loyalty, rely on pricing and promotional incentives

Source: Ruth Stanat via the Branding Strategy Insider Blog

‘In fact, if destination marketers only remember one piece of advice, it had better be this. Do not think about what to say next; think about what to do’’.

Simon Anholt

Coming Soon..

Branding Strategies in Action