destination branding workshop part i
TRANSCRIPT
8/8/2019 Destination Branding Workshop PART I
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Destination
Branding
By Manolis PsarrosDestination Development & Marketing Consultant
Workshop
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Defining the Concepts
in this part:
9+1 Brand-Building Principles
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Defining the
Concepts
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What is a Nation Brand?‘Nation Brand’ is a useful summation of
country: its vision, its genius, its
distinctive character, its people, its
promise to the marketplace’
Simon Anholt
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Nation Branding: oes rea y ex s
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• The Anholt Argument: Nation Brand Vs
Nation Branding:ing:ing:ing:‘ ’Nation Branding: a dangerously misleading
phrase which seems to contain a promisethat the images of countries can be directly
manipulated using the techniques of marketing communications’’.
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• The Anholt Argument: Nation Brand Vs
Nation Branding:ing:ing:ing:Places can’t construct or manipulate their
images with advertising or PR, slogans orlogos – and although some governments
spend large amounts of money trying to do just that, there is absolutely no proof that it
works.
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The brand images of
countries, whether good or
a , areaccurate reflection of the
reality of the country.
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•The Anholt Argument: Nation
Brand Vs Nation Brand ing:
“ they do , as they have always
been, and not by what theysay’’.
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‘’The way to gain agood reputation is to
endeavor to be whatyou desire to appear’’
Socrates
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‘Countries arecountries, not brands’
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‘The whole premise of brand strategy is to change every
aspect of the brand’s operations to deliver on core
positioning.
The superficial, unimportant aspects of a country branding
,
but how about all the crucial operational stuff?
An effective country brand strategy would have to change
laws, policing, street names, unemployment benefit,health policies, family planning guidelines - all to fit the
country brand positioning’.
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The other side:
‘ Countries are brands, and as brands
are findin out buildin one is a
strategic effort, not a series oftactics. It is also time for countries to
move away from asking advertising
agencies to build their brands’.
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The other side:
‘Nation branding is like any otherkind of brandin : if ou don't et the
people on the inside engaged, then
the reality is never going to live up to
the brand promise’.
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The other side:
‘Many countries have looked at
best and then they match those
attributes to the requirements forvalue of their target markets’.
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Are You
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At least most of them agree on
that:
‘
might fit or not something as wide
and variable as the perception of a
country, branding seems to be
working within tourism’’
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Let’s make it clear:Marketing communications alone cannot change a
country’s image
Destination brandin alone cannot chan e a nation’s
image.
No single national stakeholder has control over all of the
factors that affect a country’s reputation.
Source: ETC/UNWTO Handbook on Tourism Destination Branding
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Let’s make it clear:A country inherits most of its strongest assets (e.g. people, history,
culture, landscape)
Changing a country’s image for the better takes many years,
.
When the destination product and the way in which it is presented
are in harmony, and when different stakeholders work together
across all sectors, there is a real chance of making a difference interms of the country’s international image.
Source: ETC/UNWTO Handbook on Tourism Destination Branding
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Let’s make it clear:Brand Image Vs Brand Identity
Brand image or more specifically place image, is
something that is perceived by the consumer. It is about
consumers' perceptions and beliefs.
Brand Identity, on the other hand, is something that the
brand manager aspires to achieve. Brand identity iscreated by the brand owner so that what is transmitted to
the consumer is a carefully thought out projection of the
intention of the brand owner.Source: Interview with Joao R. Freire - Place Branding Expert
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Let’s make it clear:Branding Vs Communications
The branding exercise is more complex than communication.
By focusing the attention solely on communication, all other areas that might be relevant
for the brand identity construction are obscured and considered irrelevant.
The main argument against this point of view is that brands exist with or without
advertising.
The brand building process is not about advertising or communication but about what the
product can offer.
It is fundamental to involve, explain and inform all relevant stakeholders in order to have a
coherent communication strategy and to assure that the desired brand identity is
coincident with the consumer's brand image.
Source: Interview with Joao R. Freire - Place Branding Expert
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From theory
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Can you successfullybrand
an entire destination?
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9+1 Brand-Building
Principles
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#1 Follow the CirclePlanning
DevelopmentChange
Management
Marketing
Monitoring
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#2 Build a Holistic BrandPerspective
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#4 Engage the Local Stakeholders
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#5 Establish Simple & EffectiveCommunication
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#6 Collect Intelligence(target markets – competitors – residents - intermediates)
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#7 Focus: You can’t be everything toeveryone
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#8 Branding is for Everyone
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#9 It’s a Never-ending Process
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and always remember..
#10 Every place has a brand. If you
don't actively define it, your market
w o or you.
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Coming Soon..
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