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Step 3. The Branding Process

Destination audit What are the destinationís main assets in terms of its visitor appeal?
How powerful are these compared to other destinations?
How accessible are these assets/experiences for visitors?
In order of priority, which assets are the strongest and most appealing for visitors?
Segmentation analysis Identify key market segments.
Prioritise them
Identify the main target of the key segments
SWOT analysis
Stakeholder engagement Include key stakeholders from the beginning of the brand development process.
Develop a core group of stakeholders who will participate in the development of the brand.
Explain the purpose and value of a brand to stakeholders, and the importance of their eventual contribution as brand advocates.
Consult with key stakeholders to obtain their perceptions of the destination.
Keep this core stakeholder group engaged and informed on progress throughout the brand development process, seeking their input at key stages.
Provide stakeholders with a simple, comprehensible toolkit containing key brand messages that enables them to convey clear and consistent messages about the destination.
Communicate with a wider group of stakeholders.
Ensure that all stakeholders are engaged with on an ongoing basis and with appropriate messages.
Consumer perception research Research amongst consumers to understand how people view destination.
Qualitative research of peopleís motivation and how your destination satisfies, or falls short of satisfying, this deeper psychological need.
Consumer focus groups usually elicit the best insights.
Focus on key target segments.
Include both previous visitors and Ďnon-visitorsí.
Probe for true motivation.
Appoint an experienced research agency with experience of eliciting consumersí deep-seated motivations.
Observe the early focus groups.
Interview outbound tour operators who sell destination in key source markets.
Competitor Analysis What are visitors from your core market segments looking for?
What are your destinationís main assets?
How competitive are they?
Where is the destination situated in relation to your competitors?
Brand-building Models Brand Pyramid
Brand Wheel
Integrating the Brand into Marketing Activities Create a strategic message.
The strategic message needs to be interpreted and projected through creative marketing execution in order to excite its target audience.  
The destinationís brand values, which underpin the strategic message, should run through all marketing activities, no matter how small.  

Brand Pyramid

Brand Wheel


Date: 2016-03-03; view: 318


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