Destination Branding Workshop_Part_One

By Manolis PsarrosDestination Development & Marketing

Consultant

Destination Branding Workshop PART

ONE

Defining the Concepts+

9+1 Brand-Building Principles

in this part:

Defining the Concepts

What is a Nation Brand?‘Nation Brand’ is a useful summation

of the intangible competitive assets of a country: its vision, its genius, its distinctive character, its people, its promise to the marketplace’

Simon Anholt

Nation Branding: Does it really exist?

• The Anholt Argument: Nation Brand Vs Nation Branding:

‘’Nation Branding: a dangerously misleading phrase which seems to contain a promise that the images of countries can be directly manipulated using the techniques of marketing communications’’.


Places can’t construct or manipulate their images with advertising or PR, slogans or logos – and although some governments spend large amounts of money trying to do just that, there is absolutely no proof that it works.

The brand images of countries, whether good or bad, are seldom an entirely accurate reflection of the reality of the country.


“Countries are judged by what they do, as they have always been, and not by what they say’’.

‘’The way to gain a good reputation is to endeavor to be what you desire to appear’’ Socrates

‘Countries are countries, not brands’

‘The whole premise of brand strategy is to change every aspect of the brand’s operations to deliver on core positioning.

The superficial, unimportant aspects of a country branding strategy like a logo or ad campaign are entirely possible, but how about all the crucial operational stuff?

An effective country brand strategy would have to change laws, policing, street names, unemployment benefit, health policies, family planning guidelines - all to fit the country brand positioning’.

The other side:

‘Countries are brands, and as brands are finding out, building one is a strategic effort, not a series of tactics. It is also time for countries to move away from asking advertising agencies to build their brands’.

The other side:

‘Nation branding is like any other kind of branding: if you don't get the people on the inside engaged, then the reality is never going to live up to the brand promise’.

The other side:

‘Many countries have looked at what they have and what they do best and then they match those attributes to the requirements for value of their target markets’.

Are You Confused?

At least most of them agree on that:

‘No matter if the concept of brand might fit or not something as wide and variable as the perception of a country, branding seems to be working within tourism’’

Let’s make it clear:Marketing communications alone cannot change a country’s image

Destination branding alone cannot change a nation’s image.

No single national stakeholder has control over all of the factors that affect a country’s reputation.

Source: ETC/UNWTO Handbook on Tourism Destination Branding

Let’s make it clear:A country inherits most of its strongest assets (e.g. people, history, culture, landscape)

Changing a country’s image for the better takes many years, sometimes generations.

When the destination product and the way in which it is presented are in harmony, and when different stakeholders work together across all sectors, there is a real chance of making a difference in terms of the country’s international image.

Source: ETC/UNWTO Handbook on Tourism Destination Branding

Let’s make it clear:Brand Image Vs Brand Identity

Brand image or more specifically place image, is something that is perceived by the consumer. It is about consumers' perceptions and beliefs.

Brand Identity, on the other hand, is something that the brand manager aspires to achieve. Brand identity is created by the brand owner so that what is transmitted to the consumer is a carefully thought out projection of the intention of the brand owner.

Source: Interview with Joao R. Freire - Place Branding Expert

Let’s make it clear:Branding Vs Communications

The branding exercise is more complex than communication.

By focusing the attention solely on communication, all other areas that might be relevant for the brand identity construction are obscured and considered irrelevant.

The main argument against this point of view is that brands exist with or without advertising.

The brand building process is not about advertising or communication but about what the product can offer.

It is fundamental to involve, explain and inform all relevant stakeholders in order to have a coherent communication strategy and to assure that the desired brand identity is coincident with the consumer's brand image.

Source: Interview with Joao R. Freire - Place Branding Expert

From theory into practice

Can you successfully brand an entire destination?

9+1 Brand-Building Principles

#1 Follow the CirclePlanning

Development

Management

Marketing

Monitoring

Change

#2 Build a Holistic Brand Perspective

#3 Achieve Balance between Sectors

#4 Engage the Local Stakeholders

#5 Establish Simple & Effective Communication

#6 Collect Intelligence (target markets – competitors – residents - intermediates)

#7 Focus: You can’t be everything to

everyone

#8 Branding is for Everyone

#9 It’s a Never-ending Process

and always remember..

#10 Every place has a brand. If you

don't actively define it, your market will do it for you.

Coming Soon..

Creating a Place Brand

[email protected]

Technology

Destination Branding Workshop_Part_One