Branding & Market Development in Tourism

1. Branding & Market Development in Tourism Tourism Master Programme 5 February 2008

2. Purpose of course - insights Branding tourism destinations & products • Strategies, cooperation & conflicts on supply side • Effect of branding – image formation and decision-making on demand side • Particular types of branding • events • food • shopping & wellness • Communicative tools of branding

3. Purpose of course - skills • analyse & understand pros & cons of branding • carry out elements of a market analysis (desk & field research) • make informed suggestions to a branding & market development strategy

4. 1. Introduction & Central Concepts (05. 02. 08) Lit: Langer (2002), Morgan & Pritchard (2001) chp. 8 2. Branding of Tourism Destinations & Individual Tourism Products (12. 02. 08) Lit.: Kavaratzis & Ashworth (2005), Morgan & Pritchard (2001) chpt. 9, Cai & Hobson (2004) 3. Tourists’ Image Formation Processes (19. 02. 08) Lit.: Therkelsen (2003), Durie et al. (2005) 4. Branding Tourism Destinations through Events (29. 02. 08, 10.00 –12.00) Guest lecture: Bodil Stilling Blichfeldt, SDU Lit: Piggott R. et al. (2004), Brown et al (2004)

5. 5. Branding Tourism Destinations through Food (04. 03. 08) Li Hashimoto & Telfer (2006),Boyne & Hall (2004) 6. Umbrella branding – Common Initiatives with Other Sectors (11. 03. 08) Lit.: Therkelsen & Halkier (2004) 7. Communicative Tools of Branding: Storytelling & Sense Branding (25. 03. 08) Lit.: Gobé (2001), Hayes & MacLeod (2006) 8. Hedonistic Brand Building – the Case of Wellness & Shopping (01. 04. 08) Lit.: Mueller & Kaufmann (2001), Moscardo (2004)

6. Introduction & Central Concepts • Why branding in a tourism context? • Branding – a few definitions • Brand S-curve • brand loyalitet & brand development • Destination branding • central elements – central analyses • A complexity of stakeholders

7. Why branding in a tourism context? • Sharper profile for a product / destination --- differentiation • Identifying what we are good at --- commitment (company / destination) • Giving the customers what they want --- an emotional experience (identification) ”So ein Ding müssen wir auch haben”

8. A few definitions… ”[a brand is] the goodwill tied up in a name…an empty vessel into which you pour brand equity by means of marketing” (Anholt in Pritchard & Morgan 2001 p.215). ”a unique combination of product characteristics and added value, both functional and non-functional, which have taken on a relevant meaning which is inextricably linked to that brand, awareness of which might be conscious or intuitive” (Macrae in Pritchard & Morgan 2001 p.216).

9. And more… ”Modern branding is not just about developing appealing communication strategies, it is also about defining and delivering leading-edge product or service quality to match or exceed customer expectations” (Morgan & Pritchard, 2001, p.216)

10. Functional side: Concrete attractions Service/infra-structure People Emotional side: Values & feelings Personality traits – creating identification A brand – more than a product Unique combination of product characteristics & added value

11. Brand S-curve Brand Heaven Volume Fashionable Famous Friendly Time Weinreich in Morgan & Pritchard, 2001 p.227

12. Brand – central elements Identity How do we see ourselves? Brand Image + Demand How do customers see us & what do they want? Positioning How different are we from competitors? Therkelsen 2006

13. Kotler et al. 1999 p. 27

14. Further readings… • Kotler et al: (1999): ”Marketing Places Europe” Harlow: Prentice Hall • Olins W. (2002). Branding the nation – the historical context. Journal of Brand Management. 9, 4/5 pp.241-248. • Therkelsen A. (2007): Branding af turismedestinationer - muligheder og problemer. In A. Sørensen (ed)Grundbog i turisme. København: Frydenlund. Also in TRUprogress 3/2006