Innovations in tourism destination branding and management

1. Innovations in tourism destination branding and management Ruse, January 29 - 2012 Ben Veenstra info@brandnewdestination.com veenstra.b@nhtv.nl

2. Content • Introduction • What’s a brand • Key brand components • Brand identity • Brand image • Brand positioning • Purpose of destination branding • National campaigns / regional initiatives • Requirements • Innovations

3. Introduction

4. What’s a brand • Design? • Word? • Campaign? • Name? • Logo? • Tagline? • Slogan? • Symbol?

5. A (destination) brand is “The unique, multi-dimensional blend of elements that provide the nation/region with culturally grounded differentiation and relevance for all its target audiences.”

6. Brand contains • Brand identity • Brand image • Brand positioning / purpose

7. Identity: who are we? • Name • Heritage • Codes of expression • Myths • Legends • Sense of place • Residents • Everyday behavior • Beliefs • Values • Projected image • Attitude of consumers towards it • Attitude towards its consumers • Personality

8. Brand essence • A key task of those involved in constructing a destination brand identity is to be selective in identifying which elements of national/ regional identity can usefully serve the stated objectives of the destination branding campaign • Brand essence: the heart and soul of a destination Britain: timeless, dynamic and genuine Denmark: cosy, unpretentious, design, talented, oasis, free

10. Identity versus image • Identity refers to what something truly is, its essence • Image refers to how something is perceived • There is frequently a gap between these two states

11. The identity-image gap • Many destinations struggle with the frustration of not being perceived correctly by the rest of the world • Stereotypes and clichés can dominate perceptions of destinations

12. Image-formation factors

13. Branding tries to close the identity-image gap However: • Prejudices and misperceptions are extremely difficult to change. • (Unjustified) negative perceptions, how can they be changed into more positive perceptions?

14. National campaigns

15. Positioning the destination-brand • The concept of positioning is a key issue in brand management and strategy • Crucial: • Establishing effective positioning platforms • Designing campaigns for successful implementation of the desired positioning

16. National tourism campaigns often lack distinctive positioning • Such campaigns score low on distinctiveness • They make generic, undifferentiated claims for their sandy beaches, sunshine, etc • Risk of commoditization • Higher-end cultural tourism offers potential for better positioning

17. Why destination branding1 If there is a gap between the reality of the region and the perceptions that are held in key markets What is reality? Example

18. Why destination branding2 If the destination is unknown, seen as similar to another destination, has negativeassociations or is losingmarketshare to another destination

19. Distinctive? Unique? Relationship? Continuity?

20. Why destination branding3 There’s a correlation between the strength of a brand and the ability to withstand difficult times and attract loyalcustomers.

21. Successful brands Are credible, deliverable, well-known, unique and reflect the consumer (desired) self-image.

22. Weak brands The brand is just a nice logo or a catchy tagline and most money is spent on an ad campaign, without any market evidence The message includes all assets of the destination, resulting in a lack of focus and differentiation Failure to manage the politics of place, involving all the partners and institutions The sell doesn’t match the product

23. Regional initiatives • White Carpathians, Slovakia/Tsjech Rep. • Orsegi National Parc, Hungary/Slovenia • Delta Project, the Netherlands • Eastern Algarve Delta, Spain/Portugal • Lake Constance, GE/SW/AU/LI • Danube project

24. Requirements • Cooperation on strategic level (EU, national, regional) • Policies stimulating creativity and imagination • Create platform/entity (DMO) where stakeholders share information, knowledge and experience • Use of well-educated, competent staff • Stimulate cross sectoral linkages • Establish theme based collaboration • Establish cross border product cooperation • Cooperative trade-fair appearance • Cooperation in marketing, promotional efforts, market appearance • Stimulate cross boarder events (light-house events)

25. Retrospective • Stakeholder-engagement from both sides of the Danube • Find and define the (brand)essence of your region, beyond tangible attributes • Be realistic in targeting – domestic/international - visitors • Acceptance of long-term result and set realistic goals • Enhance local pride!

26. Innovations in branding • Adopting brand management techniques • Brand-personification • On-line destination branding • Use of consumer-generated media • Internal branding

27. The end Thank you for your attention благодаря ви за вниманието Vă mulţumesc pentru atenţie Any questions? If later: info@brandnewdestination.com veenstra.b@nhtv.nl