R. Cleverdon and M Fabricius 6. Destination Positioning, Branding and Image Management Manila, 20...
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Transcript of R. Cleverdon and M Fabricius 6. Destination Positioning, Branding and Image Management Manila, 20...
R. Cleverdon and M Fabricius
6. Destination Positioning, Branding and Image
Management
Manila, 20 – 22 March 2006
World Tourism Organization
R. Cleverdon and M Fabricius
SESSION COVERAGESESSION COVERAGE
•Destination positioning & branding: what are they & why are they important to destination strategy?
•Destination brand development & architecture
•Destination image – determinants & influences
•Strategic image management tools & techniques
•Role & importance of the media
•Dealing with crises
•Evaluating marketing effectiveness
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
DESTINATION POSITIONING
•Unique position in relation to competitors, based on
•Differentiation of offering
•Cost of offering
•Specialized focus of offering
•Positioning should
•Be consistent with market requirements
•Cost and value for money (high cost-low volume, low cost-high volume)
•Market trends and preferences (exploration, experiential, romanticism, relaxation)
•Convenience of purchase (ease of access, packaging, time limits, etc.)
•Demographic trends (family/individual, age groups, etc.)
•Be consistent with resources
•Features and Resources
•Capability to deliver requirements
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
Generic strategy
Key strategy elements Resource and organizational requirements
Cost leadership
Investment in scale-efficient plant; design of products for ease of operation; control of overheads; R&D; avoidance of marginal customer accounts.
Access to capital; process engineering skills; frequent reports; tight cost control; structured organization and responsibilities; incentives relating to quantitative targets.
Differentiation Emphasis on branding and brand advertising, design, service and quality.
Marketing abilities; product engineering skills; creativity; capability in basic research; subjective rather than quantitative measurement and incentives; strong inter-functional co-ordination.
GENERIC POSITIONING STRATEGIES
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
DIFFERENTIATING THE DESTINATION
•Using Unique Selling Proposition(s) (USP)
•Unique/exceptional when compared to competitors
•Unique/exceptional appeal in relation to market needs
•Could be a single factor or a combination of factors, e.g. broad based (time, cost and general experiences)
•Core, broad based proposition across market segments + focused propositions for particular market segments
•Signaling the destination position through destination branding
Assess current position
Select desired position
Strategy to achieve desired position
Implement strategy
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
THE BRAND: PERSONIFYING THE DESTINATION
•Unique combination of product characteristics and added values, both tangible and non-tangible, which have taken on a relevant meaning that is inextricably linked to the destination, awareness of which may be conscious or intuitive
•Not only a trademark (logo or icon), but an experience and image that signals a value system – e.g. airline from advertising to flying
•Destination branding challenges•Budget limitation – Sony ($300m p.a.) vs global destination advertising ($350m p.a.) – outsmart rather than outspend•Political interference, dynamics and changes•External environment•Product challenges – delivering the brand•Differentiation challenges – sustainable, believable and relevant
•Major potential value – Vodacom $700 m; Malibu rum GBP540m; Coca Cola $69 billion; David Beckham at Man United $100 000/week
•Strong movement towards emotional , less tangible benefits – the hearts and minds
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
THE BENEFITS OF EFFECTIVE DESTINATION BRANDING
THE BENEFITS OF EFFECTIVE DESTINATION BRANDING
• Customer loyalty
• Commercial value
• Serves as base to co-ordinate private sector efforts
• Sound base for establishing “seamlessness” between communication tools
• Serves as base for promotion of other products (Film brands, agricultural product brands, etc.)
• Irishness and Scottishness
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
BRAND WINNERS: RICH IN EMOTIONAL APPREAL, GREAT CONVERSATION VALUE AND HIGH ANTICIPATION
Potential Stars Celebrities
Losers Problem Places
Celebrity ValueLow High
Em
otio
na
l pul
l
Low
Hig
h
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
BUILDING THE BRAND
•5 Key Phases•Market Investigation, analysis and strategic recommendations
•Brand identity development
•Brand launch and introduction – communicating the vision
•Brand implementation
•Monitoring, evaluation and review
•Requirements of a successful brand•Credible
•Deliverable
•Differentiating
•Conveying powerful ideas
•Enthusing for trade partners
•Resonating with the consumer
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
BRAND BUILDING ELEMENTS AND BENFITS
6. What is the essential nature and character of the destination
5. What does the value mean for the typical repeat visitor
4. What key traits and characteristic s of the destination are communicated by the brand –
both head and heart?
3. What psychological rewards or emotional benefits do tourists receive by visiting this destination? How does the
tourist feel?
2. What benefits to the tourist results from this destination’s feature?
1. What are the tangible, verifiable, objective, measurable characteristics of this destination?
Brand Essence
Brand Personality
Emotional Benefits
Rational/physical benefits
Primary Attributes
Brand Values
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
BRAND ARCHITECTURE
•Blueprint to guide brand building, development and marketing
•Should reflect positioning, rational (head) and emotional (heart) benefits and personality
•Take cognizance of destination composition (national, regional, city and town) and facilitate synergy
•Identify suprabrands and sub-brand, based on geographical and product differentiations (e.g. Cape: South Africa, Cape Garden Route, Cape Wine, etc.)
•Brand architecture reflected in destination trademarks (logos, insignia), marketing collateral, advertising concepts, etc.
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
Degree of Separation MostLeast
Branded House
Master Brand Sub brands
Endorsed Brands
House of Brands
BMW Mercedes
VW: Jetta, Golf, etc.
Strong or token
Endorsements
SAB, Unilever, etc.
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
Colours:
•Red: Earth, desert, centre, outback
•Blue: Sky, sea, cool, endless
•Green: Bush, rainforest, environment, clean
•Yellow: Warm, nights, life, energy, sun youth, friendly
Brand Values Brand Personality
Youthful, energetic, optimistic, stylish, unpretentious, genuine, open, fund
Youthful
Stylish
Vibrant
Diverse
Adventurous
BRAND AUSTRALIA (ATC, 1997): Logo yellow kangaroo against red sun over background of green and blue sea
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
EVOLVING BRAND AUSTRALIA POST-OLYMPICS: “AUSTRALIA: IN A DIFFERENT LIGHT”
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
•Rejuvenating the brand to fit with futuristic image
•Olympics etc. put Australia on map as youthful, energetic, “can do”
•To remain fresh and vibrant and relevant : future focus on light, colours
•Re-enforce energy, but more mature and futuristic
•See brand clips
R. Cleverdon and M Fabricius
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
BRAND ARCHITECTURE: BRITAIN (BTA, 1997)
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
INTERNALIZING THE BRAND
•For the brand to be authentic and deliver on its promise the local community and stakeholders should believe in it and live it
•Best brand champions are our citizens – could also be worst enemies if they don’t subscribe to brand essence
•Strategy required to communicate and advocate the brand internally
•Practical ways of instilling the brand values within the community
•Capacitate and enable leadership figures to live the brand and infuse the population
•See “Alive with Possibilities” video clip
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
UNDERSTANDING TOURISM DESTINATIONS
UNDERSTANDING TOURISM DESTINATIONS•What is a tourist destination?
* one product – but also many
* many stakeholders with different goals
* both physical & socio-cultural aspects
* mental concept for potential visitors
* subject to a wide range of influences
* subject to historical, real & fictitious events
* evaluated subjectively for value-for-money
* no two destinations the same!!
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
INFLUENCES ON DESTINATION’S IMAGEINFLUENCES ON DESTINATION’S IMAGE
• Education
• Personal contacts
• Media
• Advertising
• Brochures & website
• Own experience
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
STRATEGIC IMAGE MANAGEMENTSTRATEGIC IMAGE MANAGEMENTOngoing process of:
* researching a place’s image
* segmenting & targeting its image & audiences
* positioning the place’s benefits to support existing or changed image
* communicating those benefits to the target audiences
(Kotler, Haider & Rein, 1993)
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
STRATEGIC IMAGE MANAGEMENTSTRATEGIC IMAGE MANAGEMENT
Ongoing process because images change over time and in response to events, media coverage etc
Consider:
Iraq: good to bad
South Africa: bad to good
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
ASSESSING PLACE IMAGE ASSESSING PLACE IMAGE
Two-part process:
* select target segments
* measure the image held by those segments
Three approaches to measuring image:
* familiarity-favourability scales
* semantic differential
* evaluative maps
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
FAMILIARITY-FAVOURABILITY SCALES FAMILIARITY-FAVOURABILITY SCALES
Familiarity – awareness
Scale of responses:
Never heard of it > Heard of it > Know a little about it >
Know a fair amount about it > Know it very well
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
FAMILIARITY-FAVOURABILITY SCALES FAMILIARITY-FAVOURABILITY SCALES
Favourability – positive/negative perception
Scale of responses:
Very unfavourable > Somewhat unfavourable > Indifferent > Somewhat favourable > Very favourable
Helps define what image issues a destination needs to address and to which target segments
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
SEMANTIC DIFFERENTIAL SEMANTIC DIFFERENTIAL Tests respondents’ perceptions on a set of relevant dimensions for a particular theme eg factors in choosing a holiday destination
* weather
* cost
* natural features
* cultural interest
* shopping
* friendliness of host people
Each factor measured on a five-point bipolar scale from positive to negative extremes i.e. very poor to very good
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
EVALUATIVE MAPSEVALUATIVE MAPS
Inventory of target segments’ visual impressions of a place
Words that represent opposites placed at either end of the scale
Respondents asked to indicate where between the two extremes the place fits
Cold>>>>>>>>>>>>>>>>>>>>>>>>>>>Friendly
Natural>>>>>>>>>>>>>>>>>>>>>>>>>Artificial
Simple>>>>>>>>>>>>>>>>>>>>>>>>>Sophisticated
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
GUIDELINES FOR DESIGNING PLACE IMAGE
GUIDELINES FOR DESIGNING PLACE IMAGE
To be effective, an image must be:
* valid
* believable
* simple & used consistently
* appealing
* distinctive
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
TOOLS TO COMMUNICATE AN IMAGETOOLS TO COMMUNICATE AN IMAGE
Slogans, themes, positions
Visual symbols: diverse, humorous, denying, consistent
Events & deeds
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
IMAGE SITUATIONSIMAGE SITUATIONS
Positive – focus on amplifying & delivering image to target groups
Weak – places that are small, lack attractions or do not promote
Negative – requiring fundamental change prior to image redevelopment
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
IMAGE SITUATIONSIMAGE SITUATIONS
Mixed – strategy to emphasise selected aspects & rectify others
Contradictory – different groups with opposing images, stress positive points to groups with negative perceptions
Overly attractive – withdraw publicity, planning restrictions
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
PREVAILING DESTINATION IMAGE THEMES
PREVAILING DESTINATION IMAGE THEMES
Warm welcome – smiling, positive body poses
Diversity – beach +, different segments Amazing Thailand, Incredible India
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
PREVAILING DESTINATION IMAGE THEMES
PREVAILING DESTINATION IMAGE THEMES
Unspoilt– pristine natural and/or socio-cultural aspects eg
100% Pure New Zealand
DESTINATION POSITIONING, BRANDING & IMAGE
DEVELOPMENT
R. Cleverdon and M Fabricius
PREVAILING DESTINATION IMAGE THEMES
PREVAILING DESTINATION IMAGE THEMES
ESCAPE, SIMPLICITY
– often combined eg Ireland – “live a different life”;
or focused on self-pampering – “happiness” eg Dubai
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
PREVAILING DESTINATION IMAGE THEMES
PREVAILING DESTINATION IMAGE THEMES
Old & New, Traditional & Modern – variety
Culture – Malaysia: Truly Asia
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
PREVAILING DESTINATION IMAGE THEMES
PREVAILING DESTINATION IMAGE THEMES
Safety post 9/11 – “new”, “international”, “safe”, “welcome”
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
ROLE OF FOREIGN MEDIA ROLE OF FOREIGN MEDIA
Consumer is exposed to:
* Newspaper travel supplements
* Magazines dedicated to one aspect or another of travel & tourism
* Television travel programmes
* Guide books
* Independent websites
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
ROLE OF FOREIGN MEDIA ROLE OF FOREIGN MEDIA * Consumer is exposed to:
* Newspaper travel supplements
* Magazines dedicated to one aspect or another of travel & tourism
* Television travel programmes
* Guide books
* Independent websites
POTENTIAL FRIENDS FOR DESTINATION BUT MANY HAVE MINIMAL COMMITMENT THEIR PRIMARY MOTIVE BEING TO GENERATE SUBSCRIPTION OR ADVERTISING REVENUE
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
CRISIS MANAGEMENT CRISIS MANAGEMENT 1. Never underestimate the possible harm a crisis can do
2. Never discount the scale & influence of the media
3. Be prepared – have a crisis plan, and update it regularly
4. Set up a Communications Centre as the source of information during the crisis
5. Act fast, then issue regular updates
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
CRISIS MANAGEMENT CRISIS MANAGEMENT 6. Do NOT impose a news blackout
7. Train your spokespeople
8. Put the crisis in context
9. Ensure follow-up coverage is positive
10. Do not lie! Trust is the key component of destination: foreign media relationship
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
EVALUATING MARKETING EFFECTIVENESS
EVALUATING MARKETING EFFECTIVENESS
Big challenge for tourism marketers seeking to justify budgets
Difficulty of separating out impacts of paid advertising etc from other influences
Tools:
* coupon response rates
* website hit rates
* tracking surveys
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
EVALUATING MARKETING EFFECTIVENESS
EVALUATING MARKETING EFFECTIVENESS
Australian State of Victoria uses:
* Pre-testing through focus groups
* visitor surveys
* omnibus surveys weighted to whole population
* tourist accommodation surveys
* research among regional, national & international markets
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
KEEP UP-TO-DATE KEEP UP-TO-DATE
Tourism market place constantly changing in response to the many influences & determinants of tourism
Vital for tourism marketer to keep abreast of all relevant developments and to understand implications for the tourism product/service
Trade magazines, regional organisations, tourism news websites, etc.
DESTINATION POSITIONING,
BRANDING & IMAGE DEVELOPMENT
R. Cleverdon and M Fabricius
Thank you!
THE COMPETITIVE CONTEXT