Destination Branding
Destination Branding
March 2010
Definitions
Destination Marketing “'...destination marketing covers all the activities and processes to bring buyers and sellers together; focuses on responding to consumer demands and competitive positioning; is a continuous coordinated set of activities associated with efficient distribution of products to high potential markets; and involves making decisions about the product, branding, price, market segmentation, promotion and distribution'.” WTO (2004: 10) Destination Branding „Geographic locations, like organisations or products, can also be branded and the goal of such branding is to make people aware of the location and then link desirable associations to create a favourable image to entice visits and businesses.“ (Keller, 2003)
2
Agenda
• • • • • • • Introduction Destination Branding Why Destination Branding Matters? Stakeholders of a Destination Brand Stakeholder Touch Points of Destination Brands Best Practice Examples Destination Brand Rankings
3
Introduction
Think about it: • Where would you spend your holiday if you could choose any place on earth? Why?
4
Introduction
Think about it: • Where would you spend your holiday if you could choose any place on earth? Why? Which country of origin do you prefer for the products (watches, pharmaceuticals, etc.) you buy? Why?
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5
Introduction
Think about it: • Where would you spend your holiday if you could choose any place on earth? Why? Which country of origin do you prefer for the products (watches, pharmaceuticals, etc.) you buy? Why? If country brands would be traded in stock exchange markets, which country shares would you buy? Why?
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6
Product/Company and Country Brands
Product/Company Brands Country Brands
7
Anholt GMI Nation Brands Index 2007
• How the World sees Switzerland „Switzerland turns out to have one of the most powerful nation brands in the world. It is associated with purity, integrity,
March 2010
Definitions
Destination Marketing “'...destination marketing covers all the activities and processes to bring buyers and sellers together; focuses on responding to consumer demands and competitive positioning; is a continuous coordinated set of activities associated with efficient distribution of products to high potential markets; and involves making decisions about the product, branding, price, market segmentation, promotion and distribution'.” WTO (2004: 10) Destination Branding „Geographic locations, like organisations or products, can also be branded and the goal of such branding is to make people aware of the location and then link desirable associations to create a favourable image to entice visits and businesses.“ (Keller, 2003)
2
Agenda
• • • • • • • Introduction Destination Branding Why Destination Branding Matters? Stakeholders of a Destination Brand Stakeholder Touch Points of Destination Brands Best Practice Examples Destination Brand Rankings
3
Introduction
Think about it: • Where would you spend your holiday if you could choose any place on earth? Why?
4
Introduction
Think about it: • Where would you spend your holiday if you could choose any place on earth? Why? Which country of origin do you prefer for the products (watches, pharmaceuticals, etc.) you buy? Why?
•
5
Introduction
Think about it: • Where would you spend your holiday if you could choose any place on earth? Why? Which country of origin do you prefer for the products (watches, pharmaceuticals, etc.) you buy? Why? If country brands would be traded in stock exchange markets, which country shares would you buy? Why?
•
•
6
Product/Company and Country Brands
Product/Company Brands Country Brands
7
Anholt GMI Nation Brands Index 2007
• How the World sees Switzerland „Switzerland turns out to have one of the most powerful nation brands in the world. It is associated with purity, integrity,