FIVE PHASES OF DESTINATION BRANDING

Phase 1: Market investigation, analysis and strategic recommendations

Phase 2: Brand identity development

Phase 3: Brand launch and introduction communicating the vision

Phase 4: Brand implementation

Phase 5: Monitoring, evaluation and review

Morgan and Pritchard, 2002, pp. 26-30

Challenges of Destination Brandi

Destinations are not a single product but composite products consisting of a mix of different components (the destination mix).

Destination marketers have little control over the destination mix they are branding.

There is a diverse range of organizations and partners involved in crafting and delivering on the brand.

Often there is a lack of enough funding for branding efforts.

Political influences may be felt.

Area Positioning Rational Benefit Emotional benefits Personality

Britain Traditional heritage and the uncon-ventional

Heritage, landscape, arts and culture, people

I feel stimulated by the enriching, often paradoxical experience of Britain. At ease among the open friendly culture

Great/solid yet accessible. Cold in appearance yet friendly. Traditional yet innovative

London Pageantry and pop

Diverse culture, arts, glamour pageantry, nightlife, music, cosmopolitan, fashion

I feel liberated by the vibrancy of London. Stimulated by the wealth of heritage and culture

Open-minded. Casual, Unorthodox. Vibrant. Creative

Scotland Fire and Stone

Rugged, unspoilt, wilderness, dramatic scenery, romantic history, heritage/folklore, warm & feisty people

I feel in awe of the elements in Scotland. Embraced and rejuvenated by the warmth of the people

Independent. Warm. Mysterious. Rugged. Feisty

Whales Nature and legend

Natural, dramatic beauty, poetry and song, legend and mystery

I feel inspired by the lyrical beauty of Whales. Uplifted by the spirituality of the environment

Honest. Welcoming. Romantic. Down to Earth. Passion

England Lush, green discovery

Afternoon teas, quaint pubs, cathedrals, rivers, canals, lakes

I feel fulfilled by experiencing the quaint culture. Relaxed by the harmonious countryside. Soothed by the outdoors

Conservative. Pleasant. Refined. Hearty. Humorous. Approachable