1. Tourism Marketing for small businesses
Chapter 7 Tourism Branding

2. 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

3. 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.

4. 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.

5. Video link The role and importance of brands

6. 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

7. Three components of tourism branding co-creation

8. 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?

9. 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

10. 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),

11. 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

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

13. 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?

14. 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

15. 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

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

17. 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

18. 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

19. 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

20. 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?