Innovations in Innovations in tourism destination tourism destination

branding and branding and managementmanagement

Ruse, January 29 - 2012 Ruse, January 29 - 2012 Ben VeenstraBen Veenstra

info@brandnewdestination.cominfo@brandnewdestination.com

veenstra.b@nhtv.nlveenstra.b@nhtv.nl

ContentContent

► Introduction Introduction ► What’s a brandWhat’s a brand► Key brand componentsKey brand components

Brand identityBrand identity Brand imageBrand image Brand positioningBrand positioning

► Purpose of destination brandingPurpose of destination branding► National campaigns / regional initiativesNational campaigns / regional initiatives► RequirementsRequirements► InnovationsInnovations

Introduction Introduction

What’s a brandWhat’s a brand

►Name?Name?►Logo?Logo?►Tagline?Tagline?►Slogan?Slogan?►Symbol?Symbol?

►Design?Design?►Word?Word?►Campaign?Campaign?

A (destination) brand isA (destination) brand is

““The unique, multi-dimensional blend of The unique, multi-dimensional blend of elements that provide the elements that provide the nation/region with culturally grounded nation/region with culturally grounded differentiation and relevance for all its differentiation and relevance for all its target audiences.”target audiences.”

Brand containsBrand contains

►Brand identityBrand identity

►Brand imageBrand image

►Brand positioning / purposeBrand positioning / purpose

Identity: who are we?Identity: who are we?

► NameName► HeritageHeritage► Codes of expressionCodes of expression► MythsMyths► LegendsLegends► Sense of placeSense of place► ResidentsResidents► Everyday behaviorEveryday behavior

► BeliefsBeliefs► ValuesValues► Projected imageProjected image► Attitude of consumers Attitude of consumers

towards ittowards it► Attitude towards its Attitude towards its

consumersconsumers

► PersonalityPersonality

Brand essenceBrand essence

► A key task of those involved in constructing a A key task of those involved in constructing a destination brand identity is to be selective in destination brand identity is to be selective in identifying which elements of national/ regional identifying which elements of national/ regional identity can usefully serve the stated objectives of identity can usefully serve the stated objectives of the destination branding campaignthe destination branding campaign

► Brand essence: the heart and soul of a destinationBrand essence: the heart and soul of a destination

Britain: timeless, dynamic and genuineBritain: timeless, dynamic and genuineDenmark: cosy, unpretentious, design, talented, Denmark: cosy, unpretentious, design, talented,

oasis, freeoasis, free

Identity versus imageIdentity versus image

► Identity Identity refers to what something truly is, refers to what something truly is, its essenceits essence

► ImageImage refers to how something is refers to how something is perceivedperceived

► There is frequently a gap between these There is frequently a gap between these two statestwo states

The identity-image gapThe identity-image gap

►Many destinations struggle with the Many destinations struggle with the frustration of not being perceived frustration of not being perceived correctly by the rest of the worldcorrectly by the rest of the world

►Stereotypes and clichStereotypes and clichés can és can dominate perceptions of destinationsdominate perceptions of destinations

Image-formation factorsImage-formation factors

Nation-brandcampaigns

Behaviour ofcitizens

Exportbrands

Sportsperformances

Politics

Nationalstereotypes

Word ofmouth

Personalexperience

COUNTRYIMAGE

Branding tries to close the Branding tries to close the identity-image gapidentity-image gap

However:However:

► Prejudices and misperceptions are Prejudices and misperceptions are extremely difficult to change.extremely difficult to change.

► (Unjustified) negative perceptions, how (Unjustified) negative perceptions, how can they be changed into more positive can they be changed into more positive perceptions?perceptions?

National campaignsNational campaigns

Positioning the destination-brandPositioning the destination-brand

►The concept of positioning is a key The concept of positioning is a key issue in brand management and issue in brand management and strategystrategy

►Crucial:Crucial: Establishing effective positioning Establishing effective positioning

platformsplatforms Designing campaigns for successful Designing campaigns for successful

implementation of the desired positioningimplementation of the desired positioning

National tourism campaigns often National tourism campaigns often lack distinctive positioninglack distinctive positioning

► Such campaigns score low on distinctivenessSuch campaigns score low on distinctiveness► They make generic, undifferentiated claims They make generic, undifferentiated claims

for their sandy beaches, sunshine, etcfor their sandy beaches, sunshine, etc► Risk of commoditizationRisk of commoditization► Higher-end cultural tourism offers potential Higher-end cultural tourism offers potential

for better positioningfor better positioning

Why destination branding1Why destination branding1

If there is a gap between the If there is a gap between the realityreality of of

the region and the the region and the perceptionsperceptions that are held in key marketsthat are held in key markets

What is reality? What is reality? ExampleExample

Why destination branding2Why destination branding2

If the destination is unknown, seen as If the destination is unknown, seen as

similarsimilar to another destination, has to another destination, has

negativenegative associationsassociations or is or is

losinglosing marketmarket shareshare to another to another destinationdestination

Distinctive?

Unique?

Relationship?

Continuity?

Why destination branding3Why destination branding3

There’s a correlation between the There’s a correlation between the strength of a brand and the ability to strength of a brand and the ability to withstand difficult times and attract withstand difficult times and attract

loyalloyal customerscustomers..

Successful brandsSuccessful brands

Are credible, deliverable, well-known, Are credible, deliverable, well-known, unique and reflect the consumer unique and reflect the consumer (desired) self-image.(desired) self-image.

Weak brandsWeak brands

►The brand is just a nice logo or a catchy The brand is just a nice logo or a catchy tagline and most money is spent on an ad tagline and most money is spent on an ad campaign, without any market evidence campaign, without any market evidence

►The message includes all assets of the The message includes all assets of the destination, resulting in a lack of focus destination, resulting in a lack of focus and differentiationand differentiation

►Failure to manage the politics of place, Failure to manage the politics of place, involving all the partners and institutionsinvolving all the partners and institutions

►The sell doesn’t match the productThe sell doesn’t match the product

Regional initiativesRegional initiatives

►White Carpathians, Slovakia/Tsjech White Carpathians, Slovakia/Tsjech Rep.Rep.

►Orsegi National Parc, Orsegi National Parc, Hungary/SloveniaHungary/Slovenia

►Delta Project, the NetherlandsDelta Project, the Netherlands►Eastern Algarve Delta, Spain/PortugalEastern Algarve Delta, Spain/Portugal►Lake Constance, GE/SW/AU/LILake Constance, GE/SW/AU/LI►Danube projectDanube project

RequirementsRequirements

► Cooperation on strategic level (EU, national, Cooperation on strategic level (EU, national, regional)regional)

► Policies stimulating creativity and imaginationPolicies stimulating creativity and imagination► Create platform/entity (DMO) where stakeholders Create platform/entity (DMO) where stakeholders

share information, knowledge and experienceshare information, knowledge and experience► Use of well-educated, competent staffUse of well-educated, competent staff► Stimulate cross sectoral linkagesStimulate cross sectoral linkages► Establish theme based collaborationEstablish theme based collaboration► Establish cross border product cooperationEstablish cross border product cooperation► Cooperative trade-fair appearanceCooperative trade-fair appearance► Cooperation in marketing, promotional efforts, Cooperation in marketing, promotional efforts,

market appearancemarket appearance► Stimulate cross boarder events (light-house events)Stimulate cross boarder events (light-house events)

RetrospectiveRetrospective

►Stakeholder-engagement from both Stakeholder-engagement from both sides of the Danubesides of the Danube

►Find and define the (brandFind and define the (brand))essence of essence of your region, beyond tangible attributesyour region, beyond tangible attributes

►Be realistic in targeting – Be realistic in targeting – domestic/international - visitorsdomestic/international - visitors

►Acceptance of long-term result and set Acceptance of long-term result and set realistic goalsrealistic goals

►Enhance local pride!Enhance local pride!

Innovations in brandingInnovations in branding

► Adopting brand management techniquesAdopting brand management techniques► Brand-personificationBrand-personification► On-line destination brandingOn-line destination branding► Use of consumer-generated mediaUse of consumer-generated media► Internal brandingInternal branding

The endThe end

Thank you for your attentionThank you for your attentionблагодаря ви за вниманиетоблагодаря ви за вниманието VVă mulţumesc pentru atenţieă mulţumesc pentru atenţie

Any questions?Any questions?

If later:If later:info@brandnewdestination.cominfo@brandnewdestination.com

veenstra.b@nhtv.nlveenstra.b@nhtv.nl