Defining the Concepts & 9+1 Brand-Building Principles

1. By Manolis Psarros
Destination Development & Marketing Consultant
Destination
Branding
Workshop

2. Defining the Concepts
+
9+1 Brand-Building Principles
in this part:

3. Defining the
Concepts

4. What is a Nation Brand?
‘Nation Brand’ is a useful summation of
the intangible competitive assets of a
country: its vision, its genius, its
distinctive character, its people, its
promise to the marketplace’
Simon Anholt

5. Nation Branding:
Does it really exist?

6. • The Anholt Argument: Nation Brand Vs
Nation Branding:
‘’Nation Branding: a dangerously misleading
phrase which seems to contain a promise
that the images of countries can be directly
manipulated using the techniques of
marketing communications’’.

7. • The Anholt Argument: Nation Brand Vs
Nation Branding:
Places can’t construct or manipulate their
images with advertising or PR, slogans or
logos – and although some governments
spend large amounts of money trying to do
just that, there is absolutely no proof that it
works.

8. The brand images of
countries, whether good or
bad, are seldom an entirely
accurate reflection of the
reality of the country.

9. • The Anholt Argument: Nation
Brand Vs Nation Branding:
“Countries are judged by what
they do, as they have always
been, and not by what they
say’’.

10. ‘’The way to gain a
good reputation is to
endeavor to be what
you desire to appear’’
Socrates

11. ‘Countries are
countries, not brands’

12. ‘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
strategy like a logo or ad campaign are entirely possible,
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’.

13. The other side:
‘Countries are brands, and as brands
are finding out, building one is a
strategic effort, not a series of
tactics. It is also time for countries to
move away from asking advertising
agencies to build their brands’.

14. The other side:
‘Nation branding is like any other
kind of branding: if you don't get the
people on the inside engaged, then
the reality is never going to live up to
the brand promise’.

15. The other side:
‘Many countries have looked at
what they have and what they do
best and then they match those
attributes to the requirements for
value of their target markets’.

16. Are You
Confused?

17. At least most of them agree on
that:
‘No matter if the concept of brand
might fit or not something as wide
and variable as the perception of a
country, branding seems to be
working within tourism’’

18. Let’s make it clear:
Marketing communications alone cannot change a
country’s image
Destination branding alone cannot change 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

19. 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,
sometimes generations.
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 in
terms of the country’s international image.
Source: ETC/UNWTO Handbook on Tourism Destination Branding

20. 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 is
created 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

21. 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

22. From theory
into practice

23. Can you successfully brand
an entire destination?

24. 9+1 Brand-Building
Principles

25. #1 Follow the Circle
Planning
Development
Management
Marketing
Monitoring
Change

26. #2 Build a Holistic Brand
Perspective

27. #3 Achieve Balance between
Sectors

28. #4 Engage the Local Stakeholders

29. #5 Establish Simple & Effective
Communication

30. #6 Collect Intelligence
(target markets – competitors – residents - intermediates)

31. #7 Focus: You can’t be everything to
everyone

32. #8 Branding is for Everyone

33. #9 It’s a Never-ending Process

34. and always remember..
#10 Every place has a brand. If you
don't actively define it, your market
will do it for you.

35. Coming Soon..
Creating a Place Brand

36. Manolis.Psarros@gmail.com
www.abouTourism.wordpress.com