Destination Branding: Building Brand Equity 1 - Aritro Dasgupta
Principles of Destination Branding 2
Purpose & Potential Truth Aspirations & Betterment Inclusiveness & Common Good Creativity & Innovation Complexity & Simplicity Connectivity Things Take Time
Benefits of Destination Branding 3
Helps reduce choice Reduces impact of intangibility Facilitates precise segmentation Conveys consistency across multiple outlets &
through time
Benefits of Destination Branding 4
Reduces risk factor attached to decision making
about holidays Helps provide focus for integration of producer’s
effort, helping people work towards common outcome
Major Challenges for Destination Marketers 5
ď‚— Limited funding as compared to consumer goods &
services- need to outsmart rather than outspend ď‚— Politics- balance between cutting edge brand
promotions & the management & bureaucratic red tape of local, regional & political parties ď‚— An unstable external environment- global, regional &
national conflicts, disasters & economic changes
Major Challenges for Destination Marketers 6
ď‚— Changing consumer preferences (from products to
emotional experiences) need to package destinations to make them living experiences ď‚— Tourism competition- finding a point of
differentiation that is credible & that competitors cannot surpass
Destination Brand Equity 7
Equity refers to effects or outcomes that accrue to
the destination brand name Deals with consumers’ knowledge Ever evolving with mass media constantly generating
newer trends
Stages in Destination Branding (DB) 8
Stage 1: destinations exist as holistic entities /
nuclear products Stage 2: visitors assemble destination products from
set of elements through own personal experiences Stage 3: cements a unique position in the minds of
the wider tourist public
Perspectives on DB 9
Urban Planning Perspective Tourism & Vacation Marketing Perspective
Urban Planning Perspective 10
Destination part of bigger picture Tourism fits into overall scheme of things Infrastructure development done with view to
improve overall destination & tourism aspects
Tourism & Vacation Marketing Perspective 11
ď‚— Tourism is distinctive aspect of economy, works in
isolation ď‚— All infrastructure development s geared for tourism
purpose only, where other scheme fit in around this aspect
Brand Conceptualizations 12
DBs as Communicators DBs as Perspective Entity DBs as Relationships
Relational Network Brand Model 13
Also known as Hankinson Model Represented by core brand & 4 categories of brand
relationships Relationships are dynamic & evolve
Relational Network Brand Model (Hankinson Model) 14
Consumer relationships
Brand Infrastructur e relationships
Core Brand
Media relationships
Primary service relationships
Core Brand 15
Brand personality Brand positioning Brand reality
Consumer Relationships 16
Non conflicting target markets Residents & employees Internal customers Managed relationships from the top
Brand Infrastructure Relationships 17
Access services
External transport (land, air, rail, sea)
Internal transport
Hygiene facilities
Car parks
Open spaces
Media Relationships 18
Publicity Public relations Advertising
Primary Service Relationships 19
Retailers Events & leisure activities Hotels & hotel associations
Destination Brand Performance Measurement- Questions 20
How did you come to know about this destination? Do you want to travel to this destination? Why? What are the key attractions of this destination? What time of the year would you like to visit the
location? If already visited, does the promotion reflect the
major attractions o the location?
Thank You 21