Destination Branding - Essay Example

Destination Branding Destination branding Destination branding is the totality of perceptions that a holds about the experiences associated with a place. It should be remembered that a brand is not a simple task of hosting a campaign, a new logo, new graphic design, or "a fresh coat of paint". Nor is it an advertising theme or a tagline. It is the positioning of a particular destination closely aligned to the consumer’s needs, advertising through multiple channels and delivering on the promise. It is a gradual process over a long period leading to consumer perceptions associated with the place. A Global Perspective Since we are the residents of an ultimate era of globalization, where mobility is no longer an issue and travellers now prefer shorter trips as opposed to longer vacations, the pressure is now on to resort to destination branding to have a “ share of the wallet”. Successful destination brands are those that are able to clearly differentiate themselves and attract customers in the competitive marketplace. It is therefore crucial to view the place or destination brand in a global context. With affordable air travel, ease of access to information and booking via the web, a narrow view of the brand will be limiting. Every major destination is in competition with other destinations world-wide. It is important to know what others are doing not only to avoid duplication but also to aid in a differentiated product offering. Differentiation is simply not possible without comprehensive knowledge of what the competition is doing. Essential steps to build a successful destination brand Brand Platform helps to create an appeal and uniqueness to the place and is the basis of the entire brand experience. Brand Identity aligns the product along the lines of consumer interests and expectations helps create a visual and verbal effect that provide the designs, pictures, and words that capture and dramatize the brand promise and key benefits. Brand Architecture consolidates all the messages and aims to bring together a key experience when the destination is mentioned. The plan is an integrated approach based on accurate research. Brand Action Plan outlines how the brand will be propagated using multiple channels and delivered internally and externally. Brand Management provides the strategies and guidelines to ensure the consistency, control and focus to launch and build the brand. Brand Acceptance allows good endorsement, support from public, local merchants and sponsors, political leaders, private, public sectors, and tourism partners. Key requisites to build a successful brand Clearly define the position of the destination Defining what the destination stands for is vital. This should be based on strategic research, from the consumer’s perspective rather than subjective opinions. The offering should be unique to appeal to the customers in a competitive world. Distinctive ness creates an awareness that can be converted into visits. Awareness is the first attention-getting step. In order to achieve this, it would be prudent to know not only what “clicked”, but also what has been the reason for visitors not arriving. Whatever the budget, it cannot be stressed enough that good solid unbiased research is needed. Matching the product and the consumer interests Once the core criteria has been decided upon, it is necessary to create products and service experiences that will define the brand and contribute to the interest of the consumer. These experiences need not be centered in one single pace, but can be experiences that will encompass a large geographical boundary. Travellers are not bound by jurisdictions and anything of interest in the vicinity can be used to add value to it. The role of a good marketing strategy However great the brand, and whatever its capability to deliver, it needs to be supported by a marketing campaign that creates visibility. This visibility is necessary to create awareness among the myriad destinations vying for tourists. The communication channel that provides the most efficient awareness should be explored. It could be state-wide, nationwide, or regional, media publications, trade shows and online marketing. Any thing that can bring constructive attention should be utilized. Harmony among local stakeholders Government and industry players, local merchants, tourist operators, local sponsors all need to agree and contribute to brand building. Long-term success will depend on focusing on consumer needs without compromising on local flavour. When the concerned parties do not agree, the brand will fall apart for all the wrong reasons. Periodically measuring the success of the brand will give valuable inputs and the fine-tuning will go a long way in building the brand over a sustained period. A persistent promotional campaign While initially it would be tough to launch an all out publicity campaign, once the fundamentals are in place it would be wise to stay on the path, albeit on a small scale. Sustaining a small-scale interest generating campaign will bring an incremental amount of success that can be gradually translated into higher targets and increased revenues. People have an inane instinct to travel and a relevant focused campaign will definitely payoff in the end. Components of a brand Brand identity is how the strategists want the brand to be perceived. It is fed by and feeds the other brand components. This establishes a relationship between the brand and the consumer based on the promise to deliver what it stands for. Creating a positive brand identity is not an option. Every time somebody interacts with the city or region, there are thoughts derived and perceptions built about the place. A city that does not proactively manage its identity runs the risk of being positioned anyway by competitors and others, and to its disadvantage. Brand character is related to how it is perceive regarding its integrity, trustworthiness and honesty. It is related to the promise of the brand to deliver the experience associated with its name. Brand image is the key component in the formation of a clear and recognizable brand identity in the market. Brand culture is about the system of values that surround a brand much like the cultural aspects of a people or country. Brand soul is the basic essence of the brand and is often an intangible entity. It is a part of long term positioning and is sustained no matter what the communication may be. Brand personality is the set of human characteristics associated with the brand. It may include gender, age, class, warmth or sentimentality, historic interests or fun and frolic. Effective management of these perceptions and experiences can secure enduring value for the destination, its partners, and customers. This means that the brand is built at every point of contact between customers and the destination. Each of these points before, during and after the visit has a vital role in building and delivering the experience embodied in the brand. The logo and tagline serve as valuable reminders for the values inherent in the brand. Unless a destination brand is adopted, supported and given "life" by stakeholders and partners it will amount to nothing more than a mark on a piece of paper. Brand positioning This involves the management of the components of the brand to create an image and a position for the destination in the minds of the visitors that make it stand out amongst the hundreds of competitors. This is often achieved by linking the brand to an entity. For example, a logo like Tony the tiger links in to the cereal capital of the world, Michigan: a tagline like “I love NY” has created a great awareness, a trait like happiness and fun is linked to “Disneyland” etc. In short, brand positioning is the sole point of contact to create that first idea about the destination. A cutting-edge brand position with exceptional delivery of the brand promise will attract an audience to that brand whose depth and breadth will be astounding. Brand Strategy A strong brand strategy provides the leadership, framework, and umbrella for cities, regions and their partners to focus their marketing efforts and resources. It lends the clarity and consistency to messages and experiences to influence positive perceptions, relationships, and loyalty toward the area. Successful destinations are increasingly those that clearly differentiate themselves from competitors, consistently deliver on their promise, and simplify choices for customers. Selection criteria for building a brand strategy Is it or can it develop into a great brand? Every destination has an existing pool of customers and brand can be built on those lines and diversified if it is viable and popular enough already. If the image needs to be revamped, it will definitely take time for the new image of the destination take root in the minds of the people and start appealing to consumers. Perceptions take time and it would be sensible to look at long-term prospects rather than be discouraged by short-term responses. Does it deliver great consumer product? The brand has to be conceived realistically, based on current assets, market trends, and customer perceptions. Although it would be easy to exaggerate its attributes, the brand will fail if it fails to deliver. Hence, it should be offered at the highest level of its abilities to deliver, but should deliver on its promise. Is it competitive and sustainable for commercial investors? While a very small budget cannot generate immense visibility, starting to build a brand necessarily does not require millions of dollars. Hence, a good concept that is stable enough to face the competition at the same time sustainable is the way to go. Consistency will make commercial sense in the end making it more appealing to the investors. Does it have a strong e- and m- presence? The budget allocated small or large, has to be scrupulously utilized to promote a visual and verbal benefit that hits the ground running. The strategy must place the brand well in the eyes of the public aided by the electronic media as well as the publication channels. Careful research should be employed to understand where the most beneficial publicity would be based on current customer base, target audience, socioeconomic levels and services and attractions offered. A strong presence that is sustained and updated to be relevant to the current times is an unparalleled component of the strategy. Does it offer value-for-money and value-for-image? It is important to strategize so that the consumer is of the notion that it offers a lot for the money it warrants. This perception improves the probability of the customer to finalize on it, because he feels he will get more value for the money spent at this destination than anywhere else. In addition, the exceptionality of the experience creates an exclusive image in the mind of the tourist creating a loyalty that is priceless in the tourism industry. Does it enhance the area’s inward investment image? One of the most important requisites is the healthy mutually beneficial association of local vendors, businesses, public and private sectors and local residents who will ultimately benefit from the success and hence will contribute proactively towards the internal development. Does it fit with overall economic development strategy? The commitment, enthusiastic support and endorsement of the highest level of politicians, opinion leaders, and business and community leaders are usually needed for the successful development and adoption of a community based branding strategy. Characteristics of a successful brand Credible Whatever be the positioning, it should be credible or true. Lack of credibility negates the brand and negative word-of-mouth is a detrimental factor to brand building. Deliverable It should definitely deliver on what it promises. When the brand delivers, it brings back repeated visits and spreads good word around which translates into more visits. If the brand does not deliver on its promise, it greatly disappoints and causes a negative downhill perception that is detrimental to the image of the brand. Differentiating A uniqueness of offering will draw consumers due to the differentiation among other destinations. An outside of the box experience is often appreciated and expectations are often translated into visits. Conveying powerful ideas Conveying strong traits strikes a chord in the target audience. Savannah in Georgia was branded as the oldest city in the nation and attention was drawn to its historic sites, which was a distinctive feature few places can claim. Thus, it becomes a privilege to visit it and draws in the consumer. Enthusing for trade partners Any brand must be practical and overall create a doable plan for everybody involved. This will sustain the enthusiasm in the initial stages where the success of the brand is yet to be determined. Consistency that will convert to revenues in the long term will be achieved if the trading partners involved are convinced to sustain the momentum. Resonating with the consumer The brand may claim a lot, but when the customer arrives, he needs to be taken care of, have easy access to facilities, be enamoured of the activities offered and leave with a sense of contentment and wellbeing. This buys brand loyalty that is priceless in the tourism business and brings him back, eager to experience it repeatedly. London- Case Study - Branding exercise and its effects Thanks to its blend of attractions and vibrant social scene, the capital of Britain was one of the most appealing tourist destinations. London is also a vital gateway to the rest of the country with about 56% of the overseas visitors to the UK spending time in the capital. However, in the aftermath of the 9/11 attacks, London’s tourist industry faced major challenges and began to decline. The Mayor of London launched a radical marketing and branding campaign named ”Visit London” to counteract the massive revenue loss of a million pounds due to the shortage of tourist income. Visit London also considered the facts that competitions from other European cities were growing, deregulation of airlines has made other places more accessible, too much reliance on the historic image of London needed to be remedied and web access and ecommerce was rapidly changing the way potential customers choose places. Care was taken to address quality and value issues related to London being perceived as expensive, shortage of mid-range hotels, lack of information accessibility, and infrastructure relating to transportation needs to be revamped. Initial funds to the tune of 3 million pounds were allocated and all aspects of the branding exercise were carefully scrutinized. “Visit London” seems to have paid off. Latest figures show that London has increased its market share of global tourism for the second year running. The figures indicate that Londons market share of worldwide tourism rose to 1.76% in 2004, up from 1.69% in 2003 and 1.65% in 2002. This recovery follows a period of steady decline. At the same time, the capitals share of the UK tourism market has increased from 47.4% in 2003 to 48.7% in 2004, showing that London is competing well against other UK destinations. Visit London is forecasting a record year for 2005. Overseas visits are expected to rise by 3.5% to 13.85 million during the year, whilst spending by overseas visitors is forecast to jump by 3.3% to £6.65 billion. David Hornby, Visit Londons Commercial Director, said, “The figures show that an increasing number of visitors are being attracted to the city for our diverse culture, events, restaurants and bars, shopping and attractions. Overseas visitor numbers to London during 2004 were much higher than anticipated, up 14.5% on the previous year to 13.4 million visits. Of these, 6.5 million came from EU Europe, up from 5.7 million in 2003. U.S. visitors also increased, 2.8 million in 2004, compared to 2.6 million the previous year. 1.5 million visitors came from non-EU Europe in 2004 (up from 1.2 million in 2003) and 2.6 million came from other countries (an increase from 2.3 million in 2003). “The branding has seemed to establish London back in the arena as a desirable destination for years to come. Consequences of a lack of destination branding The importance of destination branding experiment may be better comprehended by understanding what would occur if it were not undertaken. Lack of branding will lead to the lack of awareness that such a destination exists. It is this awareness that prompts him to entertain the idea of a vacation to that destination in the initial consideration. Lack of branding also leads to lack any uniqueness, cultural, emotional or any kind of association with the destination and constitutes a low motivation to be there. In the global competing arena, where the consumer is spoiled for choice and is bombarded by the various options, create a brand for the destination and its characteristics is the only way to lure visitors. At the end of the day, all said and done, success is defined by the number of tourists who step into its boundaries. Absence of destination branding leads to a loss of potential visitors. Conclusion However spectacular the scenery, however famous the culture; however grand the history, the most important measure of any destination remains the reality of how visitors are treated and how they are made to feel. The most beautiful landscape in the world will not compensate for an inability to make a visitor or guest feel wanted, welcome and delighted. Above all, the tourist needs to know that there is destination that seems to beckon him, is a joy to visit and be pampered and taking a vacation there becomes a vision to him. In the global context, this visibility can only be achieved by building a destination brand and this seems no longer an option but a necessity to survive. Sources Hanson, Scott “Destination Branding: Necessity or Buzzword” GeorgiaTech Economic Development Institute December 7 2005 “Mountains don’t smile back” DMO World Destination Branding Master Class Jan 2005 Frontline Communication Co.uk December 7, 2005 Kaplanidou, Kiki, Vogt, Christine Dr. Michigan state University August 2003 Destination Branding: Concept and measurement” December 7, 2005 Baker, Bill 18 “Tips for a Winning destination Brand “ Total Destination Management Destination Branding.com December 7, 2005 “Visit London” Mayor of London lda.gov.uk December 7, 2005 “Overseas visitors set to boost London’s Visitor economy” April 28, 2005 Visit London. Com Read More