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Step 3. The Branding Process
| Destination audit | What are the destination’s 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 people’s 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 ‘non-visitors’. | |
| Probe for true motivation. | |
| Appoint an experienced research agency with experience of eliciting consumers’ 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 destination’s 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 destination’s 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: 1224
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