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    Five Phases of Destination Branding

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    Christy Hernandez
    This document discusses destination branding and outlines several key concepts: 1) It lists 5 phases of destination branding including market investigation, brand identity development, brand launch, implementation, and monitoring. 2) It presents different levels of brand communication from tangible characteristics to emotional benefits and personality. 3) It provides examples of positioning, benefits, and personality traits for destinations like Britain, London, Scotland, Wales, and England.

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    Five Phases of Destination Branding

    Uploaded by

    Christy Hernandez
    509 views3 pages
    This document discusses destination branding and outlines several key concepts: 1) It lists 5 phases of destination branding including market investigation, brand identity development, brand launch, implementation, and monitoring. 2) It presents different levels of brand communication from tangible characteristics to emotional benefits and personality. 3) It provides examples of positioning, benefits, and personality traits for destinations like Britain, London, Scotland, Wales, and England.

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    This document discusses destination branding and outlines several key concepts: 1) It lists 5 phases of destination branding including market investigation, brand identity development, brand launch, implementation, and monitoring. 2) It presents different levels of brand communication from tangible characteristics to emotional benefits and personality. 3) It provides examples of positioning, benefits, and personality traits for destinations like Britain, London, Scotland, Wales, and England.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    509 views3 pages

    Five Phases of Destination Branding

    Uploaded by

    Christy Hernandez
    This document discusses destination branding and outlines several key concepts: 1) It lists 5 phases of destination branding including market investigation, brand identity development, brand launch, implementation, and monitoring. 2) It presents different levels of brand communication from tangible characteristics to emotional benefits and personality. 3) It provides examples of positioning, benefits, and personality traits for destinations like Britain, London, Scotland, Wales, and England.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    HIGH

    POTENTIAL STAR EMOTIO NAL PULL LOSER

    CELEBRITY

    PROBLEM PLACE

    LOW

    LOW

    CELEBRITY VALUE

    HIGH

    THE BAHAMAS

    HIGH EMOTIONAL PULL INDIA SOUTH AFRICA SCOTLAND

    IRELAND HIGH CELEBRITY VALUE PARIS

    LOW CELEBRITY VALUE

    POLAND UKRAINE

    ANTARTICA

    AFGANISTAN LOW EMOTIONAL PULL

    FIVE PHASES OF DESTINATION BRANDING Phase 1: Market investigation, analysis and strategic recommendations Phase 2: Brand identity development Phase 3: Brand launch and introduction Phase 4: Brand implementation Phase 5: Monitoring, evaluation and review Morgan and Pritchard, 2002, pp. 26-30 communicating the vision

    Level 5

    What is the essential nature and character of the brand?

    Level 4

    What does value mean for the typical repeat visitor? What psychological rewards or emotional benefits do people get by visiting this destination?

    Level 3

    Level 2

    What benefits to the visitor result from the destinations features?

    Level 1

    What are the tangible, verifiable, objective, measurable characteristics of the destination?

    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 unconventional Pageantry and pop

    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 Open-minded. Casual, Unorthodox. Vibrant. Creative Independent. Warm. Mysterious. Rugged. Feisty

    London

    Diverse culture, arts, glamour pageantry, nightlife, music, cosmopolitan, fashion Rugged, unspoilt, wilderness, dramatic scenery, romantic history, heritage/folklore, warm & feisty people Natural, dramatic beauty, poetry and song, legend and mystery Afternoon teas, quaint pubs, cathedrals, rivers, canals, lakes

    I feel liberated by the vibrancy of London. Stimulated by the wealth of heritage and culture I feel in awe of the elements in Scotland. Embraced and rejuvenated by the warmth of the people

    Scotland

    Fire and Stone

    Whales

    Nature and legend

    I feel inspired by the lyrical beauty of Whales. Uplifted by the spirituality of the environment I feel fulfilled by experiencing the quaint culture. Relaxed by the harmonious countryside. Soothed by the outdoors

    Honest. Welcoming. Romantic. Down to Earth. Passion Conservative. Pleasant. Refined. Hearty. Humorous. Approachable

    England

    Lush, green discovery

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