Liverpool City Brand and a Case for Rebranding - Essay Example

 DESTINATION BRANDING: A CRITICAL REVIEW OF LIVERPOOL CITY BRAND AND A CASE FOR REBRANDING Contents INTRODUCTION 2 LITERATURE REVIEW 2 Destination Branding 3 Brand Strategy 5 METHODOLOGY 7 RESULTS 9 Liverpool Brand Strategy 9 Results of the Liverpool Branding Strategy 11 RECOMMENDATIONS 12 CONCLUSION 14 Bibliography 15 APPENDIX 1: UK TOURIST SENTIMENTS OF LIVERPOOL BRAND 19 APPENDIX 2: INTERNATIONAL TOURIST SENTIMENT OF LIVERPOOL 20 INTRODUCTION Liverpool is a popular city and it is widely associated with Liverpool Football Club, the current leaders of the English Premier League as well the famous band, Beatles. The City has gone through various methods and processes of modifying its destination brand. Liverpool has also had other redevelopment processes and gentrification that has caused it to become a leading city in Britain. The aim of this report is to evaluate the branding strategy of Liverpool and analyse the destination brand strategy in order to provide recommendations on how to improve the brand of the city. To this end, the following objectives will be explored: 1. A critical review of destination branding as a concept and its implication; 2. An application of the destination branding theories to the city of Liverpool; 3. An evaluation of Liverpool’s city branding strategy and 4. A presentation of recommendations on improving Liverpool’s city brand. LITERATURE REVIEW The concept of city branding is fairly new and it corresponds to the development and growth of the tourism industry over the past century. This is because most cities have sought to become more competitive. This is done by packaging and presentation of their position as a tourism destination in a unique way and manner. This section of the report will provide a critical review of the concept of destination branding and brand strategy are the main tools employed by cities and communities to deal with the marketing needs of their destination. This section will examine the concepts and ideas of destination branding and how it occurs in the natural setting. Destination Branding Brands are marks of identification of a given kingdom, country or civilisation[McN03]. Destination branding creates an image and perception about a given place. In other words, it is a tool employed by city authorities and other stakeholders to present the destination to the markets and also get people to become interested in visiting the destination. This builds emotional connection as well as brand equity. “A destination brand is the totality of perceptions, thoughts and feelings that customers hold about a place”[Bak13]. This implies that destination branding. This implies that destination branding is a way of creating a mental image and view of a given space or place in order to connect with the average consumer and potential tourist. Destination branding leaves an impression o a consumer and gets the consumer to build some kind of affinity or connection to a given place or destination. “Destination branding is an organising principle that involves orchestrating the messages and experiences associated with the place to ensure that they are as distinctive, memorable and rewarding as possible. Successful destination brands reside in the customer’s hearts and minds, clearly differentiate themselves, deliver on a valued promise and supply customer desires.”[Bak13]. This implies that destination branding is about skilfully and artfully putting together elements and aspects of a given destination in a way and manner that it creates some kind of identification with the potential visitor or tourist. In other words, it involves a conscious effort made by the authorities and relevant stakeholders to present a given destination in a way and manner that enables the average viewer and member of the community to see the destination in the light of its potential offerings and the value it adds up to an average visitor to the destination. The message that is meant to brand a given destination is meant to be put together in a way and manner that will ensure that the venue is viewed as a good and different destination. This implies that the message will have to present the destination in light of what it offers that other destinations cannot offer to consumers. Brand identity is mainly acquired through brand equity and this is done through the projections of the policy makers, developers and agencies related to a given destination branding project[Dev13]. This implies that brand identity is the presentation of a given image and a given view that is connected to the inherent elements and aspects of a given destination. This is marketed and used as a springboard for promoting the different elements and aspects of a given destination. Brand identity also prompts brand knowledge and this is because it is the basis for creating brand awareness and promoting the brand image[Dev13]. This is because a proper brand identity applied to a given destination is done in such a way and manner that it enables people to see the unique and distinct competencies of a given destination and this prompts various forms of interests and desires to visit the destination. This implies that branding and destination promotion and destination marketing are interlinked and it seeks to present some kind of conception and view of the destination. This is put into a major strategic framework that brings together different parts of a given whole that enables the destination to be marketed and promoted by way of tourism. The essence of branding involves finding a good and an appropriate method and framework within which a given tourism destination can be presented to consumers. This enables consumers to consolidate their view of the place and also build some kind of mental picture that strikes them all the time. Brand Strategy Brand strategy is the presentation of different aspects and components of a given destination branding project and its related factors. This is because it enables a city to actualise its potential through proper marketing drives and promotional projects that makes it appealing to the wider community and the society as a whole. There are different facades within which the concept of brand strategy can be applied to destination branding. One of the definitions indicates that it is “a multidimensional assortment of functional, relational and strategic elements that collectively generates a unique network of associations in consumers’ minds”[Tsi13]. This implies that brand strategy for destinations and cities involves the presentation of different functions and other related activities that is meant to make the best use of a given destination’s brand and potentials. This creates a strong impression on the consumers and brings them together in order to compel consumers and other potential tourists to visit the destination. The brand strategy for a destination could also be presented in a way to promote investment or settlement of a particular group of people in the society[Tsi13]. There is a stakeholder element of brand strategy in destination branding. This is because stakeholders, persons who affect and are affected by tourism in a given destination cooperate in order to bring a brand strategy into fruition and into reality[Mor101]. Destination branding strategy refers to the long-term systematic strategies and plans for a destination and it involve stakeholder commitment and other methods for organising and creating visibility[Moi13]. This implies that a destination branding strategy is about the long-term prospects and the long-term vision and plan that a given destination has in relation to how to deal with consumers’ needs and expectations in the area of tourism and travel. Destination branding strategy is therefore an attempt to formalise, represent and define targets for branding and promoting a given destination over a stated period of time [Din11]. Therefore, destination brand strategy involves the definition of the brand purpose for a given destination [Kap10]. This implies defining the tourism process and the tourism targets of the destination. From there, a brand image can be created and this will involve providing a brand representation and a brand process that will enable the firm to promote and enhance its image and processes. From there, a brand identity can be crafted and this can be used as the basis for the promotion and advertising of the brand in question. This will be done with the hope and view of enhancing the brand equity that exists between consumers and other potential consumers as well as the destination. Figure 1: Destination Brand Strategy[Kap10] Destination branding strategy involves various components and elements that include the following: 1. Brand targeting 2. Brand awareness 3. Functional attributes 4. Emotional attitudes and 5. Brand Resonance[Anh05] Therefore, destination brand strategy has to do with the formulation of a workable process and procedure for defining how to brand a given destination and also present the destination to consumers. This involves the presentation of different approaches and a framework for the promotion of a destination and also enhancing the destination to consumers. METHODOLOGY As identified above, the research is focused on identifying the current destination brand strategy used to promote the city of Liverpool and how to improve and enhance it in order to make Liverpool a much more appealing destination to consumers around the world. The research will therefore be conducted in three main phases. Phase 1: This will involve a critical review of the current branding strategy and approach used to promote the city of Liverpool. Phase 2: An analysis of the potentials and other relevant circumstances that influences brand awareness, functionality and emotional resonance amongst cities in the current dispensation. Phase 3: An evaluation of the better ways and better approaches that can be instituted to improve and enhance the branding strategy of Liverpool. The data used for the analysis of the Liverpool city brand is to be collected through various secondary sources which include amongst others, books and other journals that present the city in its form and process. This will involve a critical review of these secondary sources in order to provide an insight into the different aspects and components of the city and its processes. The data will be critiqued against a background of information about other potential results that could be attained, this will be done by assessing the following: 1. Brand Purpose 2. Brand Image 3. Brand Identity and 4. Brand Equity. This yardstick will be assessed alongside other features of branding and this will include the functional and emotional aspects in (4) above. This will show how the brand is working and how effectively it is working in order to promote tourism and also enhance the city as a major destination for investors in the industry. The critical review will use these yardsticks to assess what is going on with the existing branding strategy that exists in the city of Liverpool. This will provide a gap analysis and an identification of how things are going and what can be done to improve the situation. From the gaps that will be identified in the study, there will be the critical representation of how the existing brand strategy of the city of Liverpool can be improved and enhanced. This will be presented as recommendations that will be used to help to improve and enhance the city’s current branding profile. RESULTS The results are presented in three different phases corresponding with the main phases of the methodology. Liverpool Brand Strategy Liverpool is currently one of Europe’s top 20 favourite cities[Vis13]. This is an improvement from the city’s 39th position in 2008. However, after the city hosted the European Cultural programme in 2008, it became a busy city and the gentrification and improvement of the city also added up to the many functions of Liverpool as a major destination for tourists and other kinds of tourism investments. Liverpool is now positioned as an ideal destination for a short break or a conference as well as a shopping destination. The economic growth of the city has also boosted hotel occupancy rates to over 70%[Vis13]. The city’s primary tourism infrastructure is steeped in culture and its waterfront as well as the 24-hour vibrant attitude[Vis13]. Liverpool also has a strong food, shopping and public transport system that works effectively to make it one of the most convenient destinations to visit and tour. The city authorities have invested in culture, heritage and housing over the past decade and this involves plans to invest in infrastructure to promote young residents to move in as well as students who seek to study in the city[Stu13]. This is because the city has a long-standing tradition that is based on the rich cultural heritage and the plan to promote and enhance this. The main reason why the city experienced massive inflows of tourists revolves around the fact that Liverpool became a European Capital of Culture in 2008 and this came with many responsibilities and obligations that caused the city to enhance its tourism infrastructure[Mah08]. This is a project designed by the European Union for a year to organise a series of cultural events with a strong European dimension. Therefore, Liverpool’s current brand strategy has been based strongly on the cultural changes that were made to the city’s tourism strategy. When Liverpool won the European Capital of Culture in 2008, they developed some important things and important tourist attractions to the city. This includes the enhancement of the history of the Beatles and the Liverpool FC[Din11]. This culminated in consultations and other stakeholder inputs to the branding strategy of the city. The city’s waterfront was also promoted and enhanced through the improvement of its features and the enhancement of buildings on the coastline. The city management system seeks to continuously evaluate the city and make changes in order to promote its tourism potentials and also present an image of a vibrant city close to the sea[Raw12]. Also, the quality of the entertainment culture and the vibrant night life has become a major process that defines Liverpool[Leo12]. Therefore, the branding strategy of Liverpool as a city involves the following key pointers which include: 1. A strong cultural city with strong European links 2. A city related to entertainment and sports that has major links to a long-standing history 3. A city by the sea which offers vibrant forms of entertainment for inland travellers 4. A melting point for business transactions and an appropriate investment destination 5. A major point of world-class infrastructure for accommodation, shopping and transportation. Results of the Liverpool Branding Strategy The existing Liverpool Branding Strategy has been in place for the past 5 years. And due to this, there have been numerous changes and views about the city that has been presented by different authorities. Studies have shown that there are some findings and some results that have occurred in the quest to promote and market Liverpool as a brand and a destination. Specific studies of Liverpool’s brand indicate that the city has a fairly high rating in terms of overall brand judgement (Appendix 1). This is because many UK respondents indicated that they are aware of the UK brand and they see it as a city with a very high brand status. Also, many people in the UK have a brand awareness and a brand sensitivity to Liverpool. This is because the city is known to many UK residents and they view it in a positive light. Internationally, though, the city of Liverpool has a negative brand awareness status (Appendix 2). This is because the city is not recognised by many foreign nationals and foreign tourists. On the other hand, many respondents in the international survey indicated that they are aware of other cities in the world like New York and they had a positive image of these cities and they sought to visit those cities. To this end, it can be said that Liverpool is not anything close to being classified as a global city. Rather, it is somewhat a local city that has a major status and position with the average British resident. This implies that there is room for improvement and enhancement of Liverpool’s image overseas and in the foreign context. This is because the city is not known amongst many people and the city has a major status that is connected and linked to the football club. Outside this, it appears there is the need for massive development of different areas and different aspects of the city’s status and position. Vanderwalle's evaluation of the city’s branding strategy has shown that Liverpool has major processes and procedures that are different and this has culminated in varying results. This includes: 1. Awareness of Liverpool as a tourist destination has generally increased after the 2008 branding process. 2. Liverpool is extremely popular and well known amongst UK tourists but international tourists do not have the same level of affinity and connection to the city of Liverpool. 3. The Liverpool FC is the most salient and most popular element and aspect of the city’s brand. 4. The city is still investing and this is meant to raise the profile through the investment in infrastructure and the growth of different sectors. 5. Female tourists rate the city higher than men. 6. Shopping and attractions have a relatively negative rating. 7. The city is still raising its image and this keeps growing a positive image amongst people who are interested in their offering. 8. There is a lot of potential in improving the cultural and heritage tourism context of the city of Liverpool[Van12]. Based on these findings it is apparent that there are some important processes and important things that can be done to improve Liverpool’s image as a destination brand. This includes the improvement of some important and sensitive aspects of the city and its related infrastructure. This will give the city an enhanced and improved status. RECOMMENDATIONS So far, there are some aspects of Liverpool’s development and enhancement that has worked over the past years in order to help the community to build its status as a major destination[Raw12]. The city will need to put together its management strategy and re-evaluate it in order to deal with the improvement of some important elements and aspects of its reputation as a destination. The following sectors and areas must therefore be put in order to promote and enhance various elements and aspects of the city: 1. Branding must be Centralised: There must be a central aspect of the city authority that will be tasked the coordination of destination branding and the institution of new matters and changes. This is because the current system is not so pronounced and there is the need for the privatisation of this function and there must be an increase in the funds made available to a city branding authority with local as well as international expansion oversight. 2. Global Tourism Branding: There is the need for the centralised branding authority to focus on promoting Liverpool overseas and internationally as opposed to locally. This implies that there must be infrastructure and processes that will ensure that Liverpool is presented to international consumers and tourists in order to build interest and excitement. 3. Expansion and promotion of Historical Tourism: Liverpool was a major point through which many Anglo-Saxons made their trip to the United States. The city is connected to the ship-building industry. One of the ships that moved out of Liverpool was the Titanic. It has links to trade and commerce with the United States and in the British Commonwealth. Hence, there is the chance and the possibility for these roles to be exploited in order to build some kind of brand identity with the locals of foreign lands, especially in America and the British Commonwealth. This will enable the city authorities to create the right environment to host tourists and promote the image overseas. 4. Nature and Eco or Marine Tourism: This is a unique tourism sector that can develop Liverpool’s unique stature and competencies. This includes the forests and the rural areas which can become nature and eco-tourist venues. On the coastline, the city authorities must build a strong investment into other forms of infrastructure that will promote and help the city to gain tourists and deal with different needs and expectations of the people and the communities. 5. Investment and Promotion of Important Brands and Organisations: There is the need for Liverpool to take in investments from foreign and world-renowned brands. This will form the basis on which important processes and procedures could be built in order to enhance and promote the image of the city. 6. Continuous Monitoring and Improvement of Tourism Services: There is the need for the authorities and major stakeholders to play a proactive role in evaluating and analysing the brand experience of consumers. This will give them an emergent system through which they can enhance and improve the offerings that are made available to consumers. CONCLUSION The research examines the important aspects of destination branding. A destination branding is essentially a system of creating a unique representation of a given destination. And it is done in such a way and manner that it creates brand equity and an emotional connection to a given brand. Destination brand strategy is an action plan over a long-term period that is meant to promote brand equity with a defined set of consumers. Liverpool’s current brand strategy is steeped in the 2008 European Cultural City project that it participated in. The project involved enhancing the cultural aspects of the city and building infrastructure in the city in order to promote tourism. This has led to the development of culture, entertainment, and the waterfront of the city. However in spite of these efforts, Liverpool FC is still the dominant symbol of the city. Many tourists in the UK know about the city but they give it a low rating for entertainment and facilities. Amongst international tourists, most people do not have an idea of Liverpool as an ideal tourism destination. In light of these findings, it is recommended that the city branding strategy of Liverpool must be centralised. This means that there must be an authority that will have the central function of promoting Liverpool. The focus must be on promoting Liverpool internationally and this must be done by looking at expanding historical tourism and finding new areas and aspects of tourism. Investment into infrastructure must be promoted and a proactive system of monitoring responses to the brand strategy must be instituted. Bibliography McN03: , (McNeill & McNeill, 2003), Bak13: , (Baker, 2013, p. 25), Bak13: , (Baker, 2013, p. 26), Dev13: , (Devashish, 2013), Tsi13: , (Tsiotsou & Goldsmith, 2013, p. 52), Tsi13: , (Tsiotsou & Goldsmith, 2013), Mor101: , (Morrison, 2010), Moi13: , (Moilanen & Rainisto, 2013), Din11: , (Dinnie, 2011), Kap10: , (Kapferer, 2010), Kap10: , (Kapferer, 2010), Anh05: , (Anholt, 2005), Vis13: , (VisitLiverpool, 2013), Stu13: , (Stubbs, 2013), Mah08: , (Maheshwan, Vandewalle, & Bamber, 2008), Din11: , (Dinnie, 2011), Raw12: , (Raw, 2012), Leo12: , (Leonard & Strachan, 2012), Van12: , (Vanderwalle, 2012), APPENDIX 1: UK TOURIST SENTIMENTS OF LIVERPOOL BRAND APPENDIX 2: INTERNATIONAL TOURIST SENTIMENT OF LIVERPOOL Read More