CHAPTER 7:

DESTINATION
BRANDING
AND
MARKETING
 Learning Outcomes
At the end of this module, the students should be
able to:
1. State the importance of Destination Branding.
2.Explain the development of a brand identity.
3. Identify the four broad strategies for attracting
visitors.
BRAND
 BRAND
• A brand can be thought of as the personality of the
company, communicated through an identifying
mark, logo, name, tagline, voice, and tone.

• A brand is a product, service or concept that is

publicly distinguished from other products, services
or concepts so that it can be easily communicated
and usually marketed.
BRANDING
 BRANDING
• Branding is the process of creating a slogan
from a message and then designing a symbol
or logo; that together, will communicate to
potential visitors the image of the city along
with the features, benefits, and values it has
to offer.
DESTINATION
 DESTINATION
• They offers an amalgamation of tourism products
and services which are consumed under the brand
name of the destination providing tourists with an
integrated experience.

• It is a place where people would want to travel to

with specific images, features, and characteristics
in mind as perceived from external and internal
sources.
DESTINATION
AS BRANDS
 DESTINATION AS BRANDS
• In destination marketing, branding is not about logos, it
involves a holistic 360-degree approach to crafting,
developing and nurturing a unique identity for the
destination according to key elements such as the
destination proposition, heritage and values.

• Once established, the destination brand is the foundation of

all marketing activities designed to promote the destination
and attract new visitors; content and messaging should
always be aligned with this in mind.
 Destination branding is
about identifying the destination's
strongest and most competitively
DESTINATION appealing assets in the eyes of its
prospective visitors, building a
story from these that makes the
BRANDING destination stand out above its
competitors, and running this
narrative consistently through all
marketing communications.
DESTINATION BRANDING
DESTINATION IMAGE
AND
BRAND MARKETING
 • Destination image is commonly

DESTINATION defined as "the sum of the beliefs,

ideas, and impressions that a person
has of a destination"

IMAGE
• Defined image as an individual's
mental representation of knowledge
(beliefs), feelings, and global
impressions about a destination."
3 DOMAINS UNDER THE
DESTINATION IMAGE
 3 DOMAINS UNDER THE
DESTINATION IMAGE
COGNITIVE
DOMAIN AFFECTIVE
DOMAIN
EVALUATIVE
DOMAIN
1. The cognitive domain focuses on the individual's
knowledge and beliefs about a destination's functional
attributes.
2. The affective domain focuses on the individual's
feelings toward the destination and the experiences
provided there.
3. The evaluative domain is described as the likelihood of
visiting a destination within a certain time period.
 Cognitive Domain, Evaluative
Domain or Affective Domain?
Showing appreciation for the
beauty of landmarks through
expressions of awe or wonder of
Paris.
 Cognitive Domain, Evaluative
Domain or Affective Domain?
Compiling feedback to share with
others considering a trip to Paris,
possibly through reviews or
recommendations.
 Cognitive Domain, Evaluative
Domain or Affective Domain?
Learning about the history of
landmarks like the Eiffel Tower,
Notre-Dame Cathedral, or the
Louvre Museum.
 Cognitive Domain, Evaluative
Domain or Affective Domain?
Visiting historical landmarks like Intramuros in
Manila or the Chocolate Hills in Bohol provides
opportunities for learning about the country's
rich history and heritage. Understanding the
significance of these sites enhances historical
and geographical knowledge.
 Cognitive Domain, Evaluative
Domain or Affective Domain?
Interacting with the friendly and hospitable
Filipino people often elicits feelings of warmth
and affection. Experiencing their genuine smiles,
hospitality, and generosity can leave a lasting
positive impression on visitors.
Cognitive Domain, Evaluative
Domain or Affective Domain?
After immersing oneself in the diverse
culture and natural beauty of the
Philippines, visitors may reflect on
personal growth and development.
DEVELOPMENT OF A
BRAND IDENTITY
Destination brand identity development
essentially involves four stages:
01. 02.

03. 04.
Destination brand identity development
essentially involves four stages:
01. 02.
Appointment of a Identification of the
brand champion. brand community.

03. 04.
Conduct of a Production of a brand
destination audit. charter
 Destination brand identity development
essentially involves 4 stages:
1. Appointment of a brand champion.
Brand Champion is someone who is responsible for
promoting your brand and building support for it internally
and/or externally.
2. Identification of the brand community.
The destination brand community is as important a brand
communications medium as any advertising campaign since
it must deliver the brand promise.
 Destination brand identity development
essentially involves 4 stages:
3. Conduct of a destination audit. Host community's values
and sense of place, community's view of the essence of the
visitor's experience, and the destinations tourism resources.

4. Production of a brand charter. Elements include a brand

mission, brand identity or essence, statement, brand values,
and guidelines for implementation and auditing.
A “brand charter” is what we call our version of a brand
pyramid, house, diamond, or wheel.
IDENTITY
 • Identity is the basis on

IDENTITY which to create a platform

to develop a recognized
differentiation.
 BRAND
IDENTITY
 • Brand identity refers to the
essence of the brand, the

BRAND characters that make it what

it.is.
• Brand identity is the central
IDENTITY aspect of the branding
process; it defines how
stakeholders want the place to
be perceived
6 Strategies for Promoting
Destinations
 6 Strategies for Promoting
Destinations
1. Film Tourism
2. Celebrity Endorsement
3. Hosting of Mega Events (Summer Olympics, Beauty
Pageants, etc.)
4. Participation in Trade Fairs (World Expo) World
5. Catchy Promotional Gimmicks
6. TV, Radio, and Internet commercials
https://www.youtube.com/watch?v=WJH2iFVTgwc

FILM
TOURISM
https://www.youtube.com/watch?v=p-T_jUf2Mc4

CELEBRITY
ENDORSEMENT
HOSTING OF
MEGA EVENTS
PARTICIPATION
IN TRADE FAIRS
https://youtu.be/3MsU1V3X294

CATCHY
PROMOTIONAL
GIMMICKS
 TV, RADIO,
AND INTERNET
COMMERCIALS
4 STRATEGIES FOR ATTRACTING
VISITORS
 4 STRATEGIES FOR ATTRACTING
VISITORS
IMAGE MARKETING ATTRACTION MARKETING

INFRASTRUCTURE
MARKETING PEOPLE MARKETING
 4 STRATEGIES FOR
ATTRACTING VISITORS
Image Marketing
It is the job of creating and influencing people's opinions about a
company and its brands so that they want to buy its products or
services.
Attraction Marketing
It is a strategy where customers are attracted to purchase something
without being told to do so. Its fundamental principle is to show
customers the desirability of the product you are selling. You do not
sell them the product. You just let them see how good it is.
 4 STRATEGIES FOR
ATTRACTING VISITORS
Infrastructure Marketing
Is the foundation upon which your advertising campaigns are built. The
systems and processes that your business puts in place to collect data and
convert new leads will fail without a sound marketing infrastructure.

People Marketing
People Marketing is a fundamental management process that will power your
future business success. It means looking strategically at your employee
'market' and finding ways to satisfy demand and outperform the competition
to attract the people who will operate your business and drive its growth.
5 KEY CHALLENGES FACED BY
DESTINATION MARKETERS
 5 KEY CHALLENGES FACED BY
DESTINATION MARKETERS
EXTERNAL
LIMITED BUDGET
ENVIRONMENT

DESTINATION
POLITICS PRODUCT

CREATING
DIFFERENTIATION
 2 requirements are critical for destinations to achieve
competitive advantage over their rivals, namely:
● 1. Establishing a strong and unique
positioning, that is, offering a different kind
of experience compared to other
destinations, by developing the
destination's attractions and resources in a
way that highlights its unique
characteristics.

● 2. Delivering excellent quality experiences

and superior value for money, by ensuring
that all aspects of the visitor experience are
of the highest standard and are co-ordinate.
 END OF
CHAPTER 7
COVERAGE OF MIDTERM EXAM

CHAPTER
4,5,6,7