1. Branding for all Branding is for everyone
Budget should not be a constraint
Brand DNA should run through marketing communications
Brand value should be perceived at all touch points
Big budget can buy larger audiences, but not true brand values
All employees and all marketing activities should project consistent brand identity

2. Refreshing the Destination Brand
When customers’ taste changes
When the destination is perceived to be out-of-step
When current brand values lost their resonance with today’s visitors
What needs to be changed
What are the benefits of changes
How much does the changes cost
How can the existing brand equity can be retained
What values should be retained
Is it refreshing or
re-branding
2/21

3. Reasons for Re-branding
Product failed
Product grown tired
Reputation damaged
Situation changed
Customers changed
Company taken over or merged
Competitors changed
3/21

4. The Destination Brand Fashion Curve
Fashionable
Famous
Familiar
Fatigued
Refreshment?
4/21

5. Countries in Momentum
Emerging: clarify unique essence and begin to resonate with audiences
In vogue: known among early adopters
Rising: the growth in people’s awareness with a solidifying image
Maintaining: become established
Declining: become tired and lost resonance with a new generation
5/21

6. Countries in Momentum Declining Maintaining Rising In vogue Emerging
6/21

7. Bringing the Brand to Life
Marketing communications
Marketing activities
Stakeholders live the brand
Dynamic physical environments
Employees’ behaviors and expressions
Brand values perceived at all touch points
Consistent refresh brand values
7/21

8. System and process of transaction Traditional activities
Brand Identity
Values
Design
Visual representation
Brand name
Logo
Imagery
Employees’ expression
System and process of transaction
Fonts
Color schemes
Traditional activities
Styles
Corporate culture
communications
8/21

9. Living the Brand Values
Visitors’ experiences live up with the promises
Values perceived at all touch points
Right behaviors at all moments of truth of “customer journey”
Policy makers aware of visitors’ needs, tastes, and expectations
9/21

10. Brand Management
Top management show strong brand leadership: initiative, involvement, and sponsorship
Appointing a brand manager or guardian
Brand steering group of approximately 8 persons of different departments
Internal branding campaign
Create brand ambassadors, brand champions, brand advocates
Build strong brand culture
10/21

11. Brand Management Brand tool kits Constant nurturing brand values
Consistent communications
Projecting strong positioning
Consistent brand identity
Consistent brand personality
Maintain brand integrity: deliver brand promises
CRM strategy
CEM strategy
Empower front line for excellent services
11/21

12. Measure Brand Impacts Brand differentiation Brand esteem
Brand perception
Brand associations
Brand equity
Brand curation
Brand content co-creation
Brand viral messages
Brand media coverage
12/21

13. Key Destination Brand Strategy
Differentiation
Strong identity
Focus
Create debate and discussion
Overcoming remoteness
Destination imagery
Changing images
Breaking away from the regional image
Internal branding
Strategic partners for place branding
13/21

14. Takeaway Understand destination brand
Build long-term destination brand equity
Build brand based on real substances
Branding is to everyone
Dynamic relationship between brand core assets and people’s perception
Involved all stakeholders
14/21

15. Steps of Developing the Brand
Identify the segment of core markets
Involve all key stakeholders of the destination: core group and wider group
Destination audit to learn of tourism resources, and get consents from all stakeholders on how to present the place
Qualitative consumer research
SWOT analysis
TOWS matrix for brand building model
Establish steering group
15/21

16. Steps of Developing the Brand
Appoint brand manager or guardian
Define brand DNA
Brand DNA and operation alignment
Cultivate brand culture
Internal branding and reward system for brand ambassadors, brand champions, and brand advocates
Communication
Brand impact measurement
16/21

17. Critical Success Factors
Profound insights of core market segments
Qualitative research
Competitive positioning
Strong leadership of private CEO’s and NTO executives
Strategic brand manager
17/21

18. Critical Success Factors
Energetic brand ambassadors, champions, and advocates
Stakeholders’ buy-in
Equitable distribution of wealth
Sustainable development in term of economy, socio-culture, and environment
18/21

19. Critical Success Factors
On-going communications
Adoption of brand among commercial sector’s and other stakeholders’ activities
Brand integrity
Consistent brand impact measurement
19/21

20. Critical Success Factors
Long-term commitment
NTO’s mindset, attitudes, and skills
Stakeholders living the brand
Strong strategic partnership
Content marketing and digital strategy
20/21

21. END