Five Phases of Destination Branding
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Transcript of Five Phases of Destination Branding
FIVE PHASES OF DESTINATION BRANDING
Phase 1: Market investigation, analysis and strategic recommendations
Phase 2: Brand identity development
Phase 3: Brand launch and introduction communicating the vision
Phase 4: Brand implementation
Phase 5: Monitoring, evaluation and review
Morgan and Pritchard, 2002, pp. 26-30
Challenges of Destination Brandi
Destinations are not a single product but composite products consisting of a mix of different components (the destination mix).
Destination marketers have little control over the destination mix they are branding.
There is a diverse range of organizations and partners involved in crafting and delivering on the brand.
Often there is a lack of enough funding for branding efforts.
Political influences may be felt.
Area Positioning Rational Benefit Emotional benefits Personality
Britain Traditional heritage and the uncon-ventional
Heritage, landscape, arts and culture, people
I feel stimulated by the enriching, often paradoxical experience of Britain. At ease among the open friendly culture
Great/solid yet accessible. Cold in appearance yet friendly. Traditional yet innovative
London Pageantry and pop
Diverse culture, arts, glamour pageantry, nightlife, music, cosmopolitan, fashion
I feel liberated by the vibrancy of London. Stimulated by the wealth of heritage and culture
Open-minded. Casual, Unorthodox. Vibrant. Creative
Scotland Fire and Stone
Rugged, unspoilt, wilderness, dramatic scenery, romantic history, heritage/folklore, warm & feisty people
I feel in awe of the elements in Scotland. Embraced and rejuvenated by the warmth of the people
Independent. Warm. Mysterious. Rugged. Feisty
Whales Nature and legend
Natural, dramatic beauty, poetry and song, legend and mystery
I feel inspired by the lyrical beauty of Whales. Uplifted by the spirituality of the environment
Honest. Welcoming. Romantic. Down to Earth. Passion
England Lush, green discovery
Afternoon teas, quaint pubs, cathedrals, rivers, canals, lakes
I feel fulfilled by experiencing the quaint culture. Relaxed by the harmonious countryside. Soothed by the outdoors
Conservative. Pleasant. Refined. Hearty. Humorous. Approachable