destination branding: building brand equity
TRANSCRIPT
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- ARITRO DASGUPTA
Destination Branding: Building Brand Equity
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Principles of Destination Branding
Purpose & PotentialTruthAspirations & BettermentInclusiveness & Common GoodCreativity & InnovationComplexity & SimplicityConnectivityThings Take Time
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Benefits of Destination Branding
Helps reduce choiceReduces impact of intangibilityFacilitates precise segmentationConveys consistency across multiple outlets
& through time
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Benefits of Destination Branding
Reduces risk factor attached to decision making about holidays
Helps provide focus for integration of producer’s effort, helping people work towards common outcome
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Major Challenges for Destination Marketers
Limited funding as compared to consumer goods & services- need to outsmart rather than outspend
Politics- balance between cutting edge brand promotions & the management & bureaucratic red tape of local, regional & political parties
An unstable external environment- global, regional & national conflicts, disasters & economic changes
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Major Challenges for Destination Marketers
Changing consumer preferences (from products to emotional experiences) need to package destinations to make them living experiences
Tourism competition- finding a point of differentiation that is credible & that competitors cannot surpass
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Destination Brand Equity
Equity refers to effects or outcomes that accrue to the destination brand name
Deals with consumers’ knowledge Ever evolving with mass media constantly
generating newer trends
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Stages in Destination Branding (DB)
Stage 1: destinations exist as holistic entities / nuclear products
Stage 2: visitors assemble destination products from set of elements through own personal experiences
Stage 3: cements a unique position in the minds of the wider tourist public
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Perspectives on DB
Urban Planning PerspectiveTourism & Vacation Marketing Perspective
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Urban Planning Perspective
Destination part of bigger pictureTourism fits into overall scheme of thingsInfrastructure development done with view to
improve overall destination & tourism aspects
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Tourism & Vacation Marketing Perspective
Tourism is distinctive aspect of economy, works in isolation
All infrastructure development s geared for tourism purpose only, where other scheme fit in around this aspect
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Brand Conceptualizations
DBs as CommunicatorsDBs as Perspective EntityDBs as Relationships
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Relational Network Brand Model
Also known as Hankinson Model Represented by core brand & 4 categories of
brand relationshipsRelationships are dynamic & evolve
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Relational Network Brand Model (Hankinson Model)
Core Brand
Consumer relationships
Primary service relationships
Media relationships
Brand Infrastructure relationships
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Core Brand
Brand personalityBrand positioningBrand reality
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Consumer Relationships
Non conflicting target marketsResidents & employeesInternal customersManaged relationships from the top
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Brand Infrastructure Relationships
Access services External transport (land, air, rail, sea) Internal transport
Hygiene facilities Car parks Open spaces
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Media Relationships
PublicityPublic relationsAdvertising
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Primary Service Relationships
RetailersEvents & leisure activitiesHotels & hotel associations
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Destination Brand Performance Measurement- Questions
How did you come to know about this destination?
Do you want to travel to this destination? Why?
What are the key attractions of this destination?
What time of the year would you like to visit the location?
If already visited, does the promotion reflect the major attractions o the location?
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Thank You