Key challenges in developing and effectively applying a destination brand

• Understanding customers and non-customers

Qualitative perception research __________________________________________

________________________________________________________________________________________________________________________________________• to understand deeper motivation__________________________________________

________________________________________________________________________________________________________________________________________

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

________________________________________________________________________________________________________________________________________

Focus on key target segments____________________________________________

________________________________________________________________________________________________________________________________________

• Achieving stakeholder buy-in to the brand_______________________________

________________________________________________________________________________________________________________________________________

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

________________________________________________________________________________________________________________________________________

• 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__________

____________________________________________________________________

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_______________________________________________________

____________________________________________________________________

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

____________________________________________________________________

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

____________________________________________________________________

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_______________________________________________________

____________________________________________________________________

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

____________________________________________________________________

• 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_________

____________________________________________________________________

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

____________________________________________________________________

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

____________________________________________________________________

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

____________________________________________________________________

• Brand coherence: image without cliché__________________________________

________________________________________________________________________________________________________________________________________

• Branding on a budget________________________________________________

________________________________________________________________________________________________________________________________________

• Brand lifespan_______________________________________________________

________________________________________________________________________________________________________________________________________

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 ___________________________________________

_____________________________________________________________________________________________________________________________________

• Technical design guidelines ___________________________________________

_______________________________________________________________________________________________________________________________________

The Logo – Brand Essence or Symbol

A logo should be:

-attractive____________________________________________________________

____________________________________________________________________

- clear, with clean lines, for impact and distinctiveness_________________________

____________________________________________________________________

- simple, with no more than three visual elements_____________________________

____________________________________________________________________

- capable of rendition in colour and black and white___________________________

____________________________________________________________________

- legible in both small and large sizes______________________________________

____________________________________________________________________

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

- consistently applied in all marketing communications________________________

____________________________________________________________________

Slogans and Straplines

• Slogans are seldom ‘forever’___________________________________________

_________________________________________________________________

•A descriptive slogan_________________________________________________

_____________________________________________________________________________________________________________________________________

• Slogans are optional, not essential_____________________________________

__________________________________________________________________

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

______________________________________________________________________________________________________________________________________

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

____________________________________________________________________________________________________________________________________

The Creative Brief

Date: 2016-03-03; view: 998