Tourism Marketing for small businesses Chapter 7 Tourism Branding

Chapter learning aims To enhance your understanding of:   the role of branding in tourism marketing branding as a co-creative process involving a brand identity, brand positioning and brand image the seven-stage brand positioning process

Key terms Brand identity The desired brand image that differentiates the organisation from competitors. How the organisation aspires to be perceived in the market.   Brand image How the organisation is actually perceived by consumers, which might or might not be similar to that intended in the brand identity. Brand positioning A set of marketing activities that attempt to achieve congruence between the actual brand image and the brand identity, through a focused value proposition that is meaningful to consumers.

Branding rationale For any tourism purchase decision, consumers are spoilt by choice of available services offering similar features and benefits. Owning a brand that stands out from the crowd and simplifies decision making for the consumer represents a source of competitive edge.

Video link The role and importance of brands https://www.youtube.com/watch?v=JKIAOZZritk

Main aims of branding The brand is top of mind when consumers are considering a purchase situation When the brand comes to mind there will be favourable associations with the features/benefits desired in the purchase situation

Three components of tourism branding co-creation

Brand identity The desired image aspired to in the market place What is our vision for the brand? What are the brand’s core values? Does the brand have a particular personality? What are the key features and benefits offered? Who is the target audience? What is our source of competitive edge? On what basis should the brand be differentiated from competitors?

Brand image The actual image of the brand held by consumers Might be quite different to that intended in the brand identity (Perception is reality) Might not exist

Perception is reality What people believe to be true will be real in its consequences. That is, whether an individual’s perceptions are right or wrong about a brand, they will influence their purchase decisions. (see Thomas & Thomas 1928, in Patton 2002),

Brand positioning The attempt to achieve congruence between the brand image and brand identity Clear differentiation from rivals Logo, slogan…and supporting marcom Succinct and meaningful value proposition 7 word, single minded, proposition

Three key aims of brand positioning Increasing awareness Increasing positive perceptions Stimulating intent to purchase, repurchase, and recommendations to others

Brand positioning stages Clearly define the target market Segmentation by location (eg catchment area), demographics (eg age, marital status), behaviour (eg frequent visitors), psychographics (eg learning style), benefits (eg excitement), values (eg environment sustainability), socialgraphics (eg Facebook use) Identify the competitive set of brands Who are the close competitors for a given purchase situation? Which brands are in consumers’ decision sets?

Brand positioning stages 3. Identify the salient attributes/benefits for the purchase situation From the consumer’s perspective, which attributes are most important in the decision process? See Chapter 5 – Tourism Marketing Research for discussion on attribute salience and determinance 4. Identify perceptions of the strengths and weaknesses of each of the competitive set of brands A brand positioning theme must be based on a point of difference, which competitors cant match….on an attribute/benefit that is salient in the purchase decision

Brand positioning stages 5.Identify a differentiated positioning proposition focused on a capability gap What is the business’ key strength, relative to competitors? See Chapter 14 – Tourism marketing Performance Measurement for a discussion on the value of Importance-performance analysis in identifying an attribute that is most salient and when the brand is perceived strongest 6. Select and implement the positioning proposition The slogan is the value proposition Seven word single minded proposition

Slogan criteria Remember, this is the value proposition to the target consumers, to differentiate from competitors Propositional Meaningful Truthful Deliverable

Brand positioning stages 7. Monitor the performance of the strategy over time It is difficult to stand out in crowded markets Attention is in short supply out there (but it is gettable) It is difficult to change people’s perceptions Therefore, branding must be seen as a long term investment

Key branding principles All marketing communications must reinforce the brand identity and value proposition Branding must be regarded as a long term strategy It takes time for a brand to gain traction (that’s why they are worth so much) Resist the urge to change the slogan every year Focus on reinforcing positively held perceptions, rather than attempt to change a negative image

Repositioning The attempt to create a new and different position in the minds of the target audience Given the long term nature of branding effectiveness, this approach is not commonly successful in the short term

Discussion questions Why is it argued branding is a co-creative process involving both the organisation and consumers? Why does brand salience represent a source of competitive edge?   Why is it preferable to focus marketing communications on promoting positively held perceptions of the brand, rather than to try and reverse a negative image?