Destination Branding | Brand | Economies

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)

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, name, term or design, or combination of these elements

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

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

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

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, verifiable, objective, measurable characteristics of the destination?

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

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

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

BRANDING INDIA

         

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

Strengths: – Geographical Diversity – Desert, Mountains, 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. 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, Gujarat – Aggressive strategies approached by other countries for tourism

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

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.

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

THANK YOU

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