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Innovations in tourism destination branding and management Ruse, January 29 - 2012 Ben Veenstra info@brandnewdestination.com veenstra.b@nhtv.nl
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Content ► Introduction ► What’s a brand ► Key brand components Brand identity Brand image Brand positioning ► Purpose of destination branding ► National campaigns / regional initiatives ► Requirements ► Innovations
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Introduction
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What’s a brand ► Name? ► Logo? ► Tagline? ► Slogan? ► Symbol? ► Design? ► Word? ► Campaign?
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A (destination) brand is “The unique, multi-dimensional blend of elements that provide the nation/region with culturally grounded differentiation and relevance for all its target audiences.”
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Brand contains ► Brand identity ► Brand image ► Brand positioning / purpose
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Identity: who are we? ► Name ► Heritage ► Codes of expression ► Myths ► Legends ► Sense of place ► Residents ► Everyday behavior ► Beliefs ► Values ► Projected image ► Attitude of consumers towards it ► Attitude towards its consumers ► Personality
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Brand essence ► A key task of those involved in constructing a destination brand identity is to be selective in identifying which elements of national/ regional identity can usefully serve the stated objectives of the destination branding campaign ► Brand essence: the heart and soul of a destination Britain: timeless, dynamic and genuine Denmark: cosy, unpretentious, design, talented, oasis, free
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Identity versus image ► Identity refers to what something truly is, its essence ► Image refers to how something is perceived ► There is frequently a gap between these two states
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The identity-image gap ► Many destinations struggle with the frustration of not being perceived correctly by the rest of the world ► Stereotypes and clichés can dominate perceptions of destinations
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Image-formation factors
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Branding tries to close the identity-image gap However: ► Prejudices and misperceptions are extremely difficult to change. ► (Unjustified) negative perceptions, how can they be changed into more positive perceptions?
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National campaigns
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Positioning the destination-brand ► The concept of positioning is a key issue in brand management and strategy ► Crucial: Establishing effective positioning platforms Designing campaigns for successful implementation of the desired positioning
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National tourism campaigns often lack distinctive positioning ► Such campaigns score low on distinctiveness ► They make generic, undifferentiated claims for their sandy beaches, sunshine, etc ► Risk of commoditization ► Higher-end cultural tourism offers potential for better positioning
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Why destination branding1 If there is a gap between the reality of the region and the perceptions that are held in key markets What is reality? Example Example
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Why destination branding2 If the destination is unknown, seen as similar to another destination, has negative associations or is losing market share to another destination
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Distinctive? Unique? Relationship? Continuity?
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Why destination branding3 There’s a correlation between the strength of a brand and the ability to withstand difficult times and attract loyal customers.
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Successful brands Are credible, deliverable, well-known, unique and reflect the consumer (desired) self- image.
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Weak brands ► The brand is just a nice logo or a catchy tagline and most money is spent on an ad campaign, without any market evidence ► The message includes all assets of the destination, resulting in a lack of focus and differentiation ► Failure to manage the politics of place, involving all the partners and institutions ► The sell doesn’t match the product
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Regional initiatives ► White Carpathians, Slovakia/Tsjech Rep. ► Orsegi National Parc, Hungary/Slovenia ► Delta Project, the Netherlands ► Eastern Algarve Delta, Spain/Portugal ► Lake Constance, GE/SW/AU/LI ► Danube project
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Requirements ► Cooperation on strategic level (EU, national, regional) ► Policies stimulating creativity and imagination ► Create platform/entity (DMO) where stakeholders share information, knowledge and experience ► Use of well-educated, competent staff ► Stimulate cross sectoral linkages ► Establish theme based collaboration ► Establish cross border product cooperation ► Cooperative trade-fair appearance ► Cooperation in marketing, promotional efforts, market appearance ► Stimulate cross boarder events (light-house events)
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Retrospective ► Stakeholder-engagement from both sides of the Danube ► Find and define the (brand)essence of your region, beyond tangible attributes ► Be realistic in targeting – domestic/international - visitors ► Acceptance of long-term result and set realistic goals ► Enhance local pride!
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Innovations in branding ► Adopting brand management techniques ► Brand-personification ► On-line destination branding ► Use of consumer-generated media ► Internal branding
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The end Thank you for your attention благодаря ви за вниманието Vă mulţumesc pentru atenţie Any questions? If later: info@brandnewdestination.com veenstra.b@nhtv.nl
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