Destination Branding Workshop PART I

8/8/2019 Destination Branding Workshop PART I

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Destination

Branding

By Manolis PsarrosDestination Development & Marketing Consultant

Workshop

Defining the Concepts

in this part:

9+1 Brand-Building Principles

Defining the

Concepts

What is a Nation Brand?‘Nation Brand’ is a useful summation of

country: its vision, its genius, its

distinctive character, its people, its

promise to the marketplace’

Simon Anholt

Nation Branding: oes rea y ex s

• The Anholt Argument: Nation Brand Vs

Nation Branding:ing:ing:ing:‘ ’Nation Branding: a dangerously misleading

phrase which seems to contain a promisethat the images of countries can be directly

manipulated using the techniques of marketing communications’’.

• The Anholt Argument: Nation Brand Vs

Nation Branding:ing:ing:ing:Places can’t construct or manipulate their

images with advertising or PR, slogans orlogos – and although some governments

spend large amounts of money trying to do just that, there is absolutely no proof that it

works.

The brand images of

countries, whether good or

a , areaccurate reflection of the

reality of the country.

•The Anholt Argument: Nation

Brand Vs Nation Brand ing:

“ they do , as they have always

been, and not by what theysay’’.

‘’The way to gain agood reputation is to

endeavor to be whatyou desire to appear’’

Socrates

‘Countries arecountries, not brands’

‘The whole premise of brand strategy is to change every

aspect of the brand’s operations to deliver on core

positioning.

The superficial, unimportant aspects of a country branding

but how about all the crucial operational stuff?

An effective country brand strategy would have to change

laws, policing, street names, unemployment benefit,health policies, family planning guidelines - all to fit the

country brand positioning’.

The other side:

‘ Countries are brands, and as brands

are findin out buildin one is a

strategic effort, not a series oftactics. It is also time for countries to

move away from asking advertising

agencies to build their brands’.

The other side:

‘Nation branding is like any otherkind of brandin : if ou don't et the

people on the inside engaged, then

the reality is never going to live up to

the brand promise’.

The other side:

‘Many countries have looked at

best and then they match those

attributes to the requirements forvalue of their target markets’.

Are You

At least most of them agree on

might fit or not something as wide

and variable as the perception of a

country, branding seems to be

working within tourism’’

Let’s make it clear:Marketing communications alone cannot change a

country’s image

Destination brandin alone cannot chan e a nation’s

image.

No single national stakeholder has control over all of the

factors that affect a country’s reputation.

Source: ETC/UNWTO Handbook on Tourism Destination Branding

Let’s make it clear:A country inherits most of its strongest assets (e.g. people, history,

culture, landscape)

Changing a country’s image for the better takes many years,

When the destination product and the way in which it is presented

are in harmony, and when different stakeholders work together

across all sectors, there is a real chance of making a difference interms of the country’s international image.

Source: ETC/UNWTO Handbook on Tourism Destination Branding

Let’s make it clear:Brand Image Vs Brand Identity

Brand image or more specifically place image, is

something that is perceived by the consumer. It is about

consumers' perceptions and beliefs.

Brand Identity, on the other hand, is something that the

brand manager aspires to achieve. Brand identity iscreated by the brand owner so that what is transmitted to

the consumer is a carefully thought out projection of the

intention of the brand owner.Source: Interview with Joao R. Freire - Place Branding Expert

Let’s make it clear:Branding Vs Communications

The branding exercise is more complex than communication.

By focusing the attention solely on communication, all other areas that might be relevant

for the brand identity construction are obscured and considered irrelevant.

The main argument against this point of view is that brands exist with or without

advertising.

The brand building process is not about advertising or communication but about what the

product can offer.

It is fundamental to involve, explain and inform all relevant stakeholders in order to have a

coherent communication strategy and to assure that the desired brand identity is

coincident with the consumer's brand image.

Source: Interview with Joao R. Freire - Place Branding Expert

From theory

Can you successfullybrand

an entire destination?

9+1 Brand-Building

Principles

#1 Follow the CirclePlanning

DevelopmentChange

Management

Marketing

Monitoring

#2 Build a Holistic BrandPerspective

#4 Engage the Local Stakeholders

#5 Establish Simple & EffectiveCommunication

#6 Collect Intelligence(target markets – competitors – residents - intermediates)

#7 Focus: You can’t be everything toeveryone

#8 Branding is for Everyone

#9 It’s a Never-ending Process

and always remember..

#10 Every place has a brand. If you

don't actively define it, your market

w o or you.

Coming Soon..

Manolis.Psarros@gmail.com

www.abouTourism.wordpress.com

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