Key challenges in developing and effectively applying a destination brand

• Understanding customers and non-customers

Qualitative perception research __________________________________________

________________________________________________________________________________________________________________________________________• to understand deeper motivation__________________________________________

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Find out what ‘non-visitors’ as well as ‘visitors’ think_________________________

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Focus on key target segments____________________________________________

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• Achieving stakeholder buy-in to the brand_______________________________

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• Brand architecture -the relationship between national and sub-national brands.

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• Stretching the brand through partnership

Unlike commercial product brands, which risk becoming devalued if used by others, a destination brand increases in value the more it is used by other ‘suitable’ organisations – the more it is used by different stakeholders, the more visible it will be; and therefore it will have greater market penetration and awareness__________

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The most powerful way of stretching a destination brand is by persuading suitable partners/stakeholders to convey the destination brand values in their own marketing communications_______________________________________________________

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Identify key stakeholders who would be suitable and prepared to incorporate the brand in their own marketing communications_______________________________

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Consider appropriate non-travel partners as well as those in the tourism industry_

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A destination logo (as distinct from the NTO corporate logo) can be useful in stretching the brand through its usage by stakeholders in their own marketing communications_______________________________________________________

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Stakeholders’ usage of a destination logo needs to be carefully controlled through licensing for authorised users only________________________________________

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• User-generated content and social networking: threat or opportunity

Firstly, comments posted by visitors about tourism products and destinations on blogs and on the most used sites tend to be both frank and mostly positive_________

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Secondly, it offers an opportunity for visitors to post their holiday photographs, and perhaps more significantly, their holiday videos, on public sites_________________

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Thirdly, it offers a massive, low cost extension to the NTO’s own marketing effort___

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Fourthly, this poses a significant challenge for NTOs to remain relevant to potential visitors______________________________________________________________

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• Brand coherence: image without cliché__________________________________

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• Branding on a budget________________________________________________

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• Brand lifespan_______________________________________________________

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Bringing the Brand to Life

Marketing Communications

The brand is a fundamental building block upon which all marketing activity is constructed.

Toolkit/Brand Guidelines

• Brand personality guidelines ___________________________________________

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• Technical design guidelines ___________________________________________

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The Logo – Brand Essence or Symbol

A logo should be:

-attractive____________________________________________________________

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- clear, with clean lines, for impact and distinctiveness_________________________

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- simple, with no more than three visual elements_____________________________

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- capable of rendition in colour and black and white___________________________

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- legible in both small and large sizes______________________________________

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- suitable for all media on which the NTO wishes to use it (e.g. electronic, print, outdoor)_________________________________________________________________________________________________________________________________

- consistently applied in all marketing communications________________________

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Slogans and Straplines

• Slogans are seldom ‘forever’___________________________________________

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•A descriptive slogan_________________________________________________

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• Slogans are optional, not essential_____________________________________

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• Different slogans can be used for different campaigns to different segments and in different countries________________________________________________

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• Logo (and the brand essence), not the slogan___________________________

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The Creative Brief

Date: 2016-03-03; view: 861