Destination Branding

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

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

What is Positioning? ,[object Object],[object Object],[object Object],[object Object]

Positioning Success Stories The Uncola Where’s the beef?

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]

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?

What Are Our Brand Drivers? ,[object Object],[object Object]

Brand Architecture ,[object Object],[object Object],[object Object],[object Object],Scotland

Destination Branding

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Destination Branding