Branding
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Transcript of Branding
Sales & Marketing
Destination Branding
Branding
Brands are a powerful marketing tool used to:
– increase sales
– Increase profitability
– Increase customer satisfaction
Destination Branding
• A brand is:
– The name
– Sign
– Symbol
– Design
– Or any combination used to identify the product
– It has also been described as a reputation
Destination Branding
• Is not just about slogans, clever names, advertising and public relations
• Seeks to convey messages to the user
• which must be rations (facts)
• and emotional (invoke feeling)
http://www.brandauckland.com/brand-journey-whats-it-about.html
Brand Name
• The part of the brand consisting of the words or letters that can be used to identify the destination
http://www.brandauckland.com/the-brand.html
Brand Mark
• The symbol or logo design used to identify the product or service
http://www.newzealand.com/travel/qualmark/qualmark_home.cfm
Trademark
• A brand that has legal protection and is restricted for exclusive use by the owner of the trademark
• http://www.tourism.australia.com/Marketing.asp?sub=0413&al=2119
Branding Essentials
• Know your marketplace and competitors
• Dimensions of the market
• Strength of the competitor brands
Branding Process
• Define the brand eg. the destination
• Totally new? Or a sub-brand of an existing one
• Is it a tourism or business investment brand?
• Both should support the other
http://www.tourismnewzealand.com/tourism_info/about-us/100-pure-campaign/100-pure-campaign_home.cfm#
Branding Process
• Define the proposition
• Attracting the visitors who have the greatest chance of being satisfied
• They will go home and tell their friend
– Assess the competition
– Distinguish your brand for the rest
– Meet the needs of the largest audience?
How to do this
• Research
– Focus groups
– One to one interviews with business investors
– Future scenario workshops
Benefits of branding
• Creation of customer loyalty
– Recruitment of new customers
– Retention of existing customers
• Used for promotion
– Local operators may include brand in their promotion
Branding - Needs
• Wants and Needs - motivate travellers
– Good food and wine
– Sunshine
– Natural geographic beauty
– Night entertainment
– Culture
– Sport and adventure
Branding - Key
• Good destination brands create a vision that everyone in the destination can relate to
• This encourages service providers to create training programmes built around the vision
Branding - Needs
• Self improvement
– Acquiring new skills
– Improving existing ones
• Eg. skiing, sailing, cookery course
Branding - Needs
• Spiritual
– Desire to explore oneself
– Solitude
– Tranquillity
– rest
Destination Brand - Basis
• Combination of
– Fascination
• the excitement from the unique features of the destination and its culture
– Trust
• Confidence in product and its delivery
Wellington
• Wellington is a city full of treasures. A place to spoil yourself - whatever that may mean to you. The 'best little capital in the world' is a place to indulge in your love of art, culture, fashion or food. And it can all be done by foot - Wellington is a place to discover rather than navigate.
• http://www.wellingtonnz.com/spoilyourself