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Destination Branding PESHWA ACHARYA  Permission to quote is kindly provided if appropriate reference given.
Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Are You Confused about  Destination Branding? Image Perception Positioning Sustainable Competitive Advantage Product  Differentiation Branding A plethora of terms
The PIB Model Positioning-Image-Branding ,[object Object],[object Object],Perceptions Image Images Positioning Branding Product Development Marketing Destination Choice
Destination Image
Role of Image in Destination Choice ,[object Object],[object Object],[object Object]
Definition of Destination Image ,[object Object],[object Object],[object Object],[object Object]
Components of Destination Image ,[object Object],[object Object],[object Object],Branding
Destination Positioning
What is Positioning? ,[object Object],[object Object],[object Object],[object Object]
What is Positioning? ,[object Object],[object Object],[object Object],[object Object]
Positioning Success Stories The Uncola Where’s the beef?
Destination Branding
What is a Brand? ,[object Object],[object Object]
The Great Power of Brand Names
Definition of Destination Branding ,[object Object],[object Object],“ Branding is perhaps the most powerful marketing weapon available to contemporary destination marketers ” (Morgan and Pritchard, 2002, p. 11)
Definition of Destination Branding ,[object Object]
What is a Destination Brand? ,[object Object],[object Object],[object Object],[object Object],[object Object],Identity Personality Look Image Essence
What a Brand is Not …… Just! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Vacuous = Vague or meaningless Explanation  for Don!!
Challenges of Destination Branding ,[object Object],[object Object],[object Object],[object Object],[object Object]
Corporate Tourism Brands
Destination Branding Successes: International
1969 mid-1970s Destination Branding Successes:  National
Destination Branding Successes: Midwest Regional
Then ……What is a Good Brand? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Then ……What is a Good Brand? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Five Phases of Destination Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Identity Development ,[object Object],[object Object],[object Object]
The Destination Brand  Benefit Pyramid What is the essential nature  and character of the brand? What psychological rewards or emotional benefits do people get by visiting this destination? What does value mean  for the typical repeat visitor? What are the tangible, verifiable, objective,  measurable characteristics of the destination? What benefits to the visitor result from the destination’s features? Level 1 Level 2 Level 3 Level 4 Level 5
Developing the Brand Architecture ,[object Object],[object Object],[object Object],[object Object],What makes us different?
Developing the Brand Architecture ,[object Object],[object Object],[object Object],[object Object],What makes us different?
What Are Our Brand Drivers? ,[object Object],[object Object]
Brand Architecture ,[object Object],[object Object],[object Object],[object Object],Scotland
Brand Architecture ,[object Object],[object Object],[object Object],[object Object],Scotland

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