BY: GROUP 5

DESTINATION BRANDING Creating The Unique Destination Proposition

Destination branding is a process used to develop a unique identity and personality that is different from all competitive destinations. Destination branding is “selecting a consistent brand element mix to identify and distinguish a destination through positive image building” (Cai, 2000)

term or design. or combination of these elements . name. A destination brand is: A way to communicate a destination’s unique identity to visitors A means of differentiating a destination from its competitors A uniform “look” that all destination partners can consistently use A symbol.

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FASHION ABLE FAMOUS FAMILAR FATIGUED PRODUCT REFRESHMENT TIME DESTINATION BRAND FASHION CURVE .

HIGH POTENTIAL STAR EMOTIO NAL PULL LOSER CELEBRITY PROBLEM PLACE LOW LOW CELEBRITY VALUE HIGH .

” Philip Kotler. .Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind. Marketing Management: The Millennium Edition.

THE BAHAMAS HIGH EMOTIONAL PULL INDIA SOUTH AFRICA SCOTLAND LOW CELEBRITY VALUE IRELAND HIGH CELEBRITY VALUE PARIS POLAND UKRAINE ANTARTICA AFGANISTAN LOW EMOTIONAL PULL .

evaluation and review Morgan and Pritchard. 26-30 . 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.Phase 1: Market investigation. pp. 2002.

measurable characteristics of the destination? . verifiable.Level 5 What is the essential nature and character of the brand? Level 4 What does value mean for the typical repeat visitor? What psychological rewards or emotional benefits do people get by visiting this destination? Level 3 Level 2 Level 1 What benefits to the visitor result from the destination’s features? What are the tangible. objective.

He has got many faces both brighter and dark ones. Both warm and welcoming.Brand Personality: In a word he is crazy.  Its not describeable.you got to experience it yourself. Spinning wheel(Ganesha/ Om) . One liner:  A smile on every face. Colour & Symbol: Orange(Basanti) . Sometimes offending but caring too.

. Aspect of natural Beauty: Wilderness Culture & Tradition: Cultural Diversity & Local Cuisine People & Environmental Experiences: Diverse geography . Culture and Hospitality Favourite destinations: Goa and Kerala.Key aspects of India: Nature. variety of experiences.

GUJRAT JHARKHAND JAMSHEDPUR SURAT OOTY MUMBAI BANGALORE CHENNAI HYDERABAD  . rather Tourism is a part of Destination branding .Destination branding does not means only Tourism .

BRANDING INDIA .

          NATURE MUSIC & DANCE YOGA ARCHITECTURE ART CINEMA CUISINE FESTIVELS LITRATURE DRESSING .

in framing proper policies – Allowing entry of more multinational companies – Growth of Domestic Tourism Threats: – Economic Conditions of the other countries – Political turbulence in Kashmir. Forests and Beaches – Cultural Diversity – Wealth of archaeological sites and historic monuments – Manpower costs are low – World class hotels present Weaknesses: – Lack of adequate infrastructure – Xenophobic attitude among certain sections – No proper marketing tools used Opportunities: – Proactive role of govt. Gujarat – Aggressive strategies approached by other countries for tourism .• • • • Strengths: – Geographical Diversity – Desert. Mountains.

AGRA  DELHI  GOA  HIMACHAL  JAIPUR  JAISLAMER  KASHMIR  KERELA  DARJEELING  UDAIPUR  .

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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.     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.

 SPECIAL THANKS TO CHANDAN JAIN ( CAMERA MAN ) ALEX & THOMAS .

THANK YOU .