HOW TO BRAND A DESTINATION
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This document discusses branding strategies and provides a case study of how Hong Kong successfully branded itself as a tourist destination. Hong Kong developed a clear branding strategy focused on key messages about its infrastructure, lifestyle, and political stability. It executed this strategy through investments in new attractions, improving existing facilities and services, and promoting Hong Kong internationally through various marketing campaigns. As a result, Hong Kong saw large increases in tourism and economic growth. The document suggests Penang can learn from this case study in developing its own branding strategy and execution plan.
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HOW TO BRAND A DESTINATION
- 1. HOW TO BRAND PENANG WHEN EVERYTHING IS DIFFERENT Essential issues of destination branding April 7, 2009 Nick Wreden, MA, MS
- 6. Marketing Dept. Mass economy branding (1920 - 95) “ Sell what we make ” Customer economy branding (1996 - 2010) “ Sell what customers want to buy” Personalised branding (2011-??) “Provide customer solution” Marketing dept. Organization Supply chain Sales Profits Relationship depth/strength Strategy: We define brand based on “position”, “ messages,” etc Customers define brands based on economic, emotional & experiential value Customers & firms co-create brands based on personalisation capabilities Advertising, PR, etc. + “positioning” + market research 1: AWARENESS Quality/service + processes + customer DB 2: ENGAGEMENT Personalization + immediacy + integration (SC) 3. CO-CREATION Brand strategy: Brand owner: Metrics: 1 2 3 FORMULAS FOR SUCCESS FOR EACH ERA Strategic focus: Competitors Customers Social networks Tactics: Creative-driven Data-driven Customer-driven
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