Post on 09-Apr-2018
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8/8/2019 Destination Branding Workshop PART II
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By Manolis PsarrosDestination Development & Marketing Consultant
Destination
BrandingWorkshop
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Creating a Place Brand
in this part:
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Whybranding matt rs?
BrandKnowledge
BrandTrust
BrandLoyalty
Cr ati g a Place Brand
For Tourists:caus they w ul choose a esti ation brandonly when they can trust it.
For Destinations:
ecause a trusted brand brings about tourist loyalty.
Source: rand Knowledge, Trust and Loyalty { A Conceptual Model of estination randing/ Cathy Hsu Liping - A. Caiy
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... the worst thing an aspiring community,
country or any other type of place could
do is not intervene in their own imagecreation and ignore branding concepts.
Joa
oR
.Freire, Place-Branding Expert
Creating a Place Brand
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Destination branding, is
aboutcreating a sense of
place andtelling a story
Tom Buncle, Yellow Railroad International estination Consultancy
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Martin Homlish, ChiefMarketing Officer SAP
- Wall Street Journal, September 2000
Every time you communicate withyouraudiences, you either build equity inyour
brand, . or you destroy it.
The Challenge
Creating a Place Brand
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The Facts
Place branding will become increasingly
important, and valuable.
DMOs need to find ways of remaining relevant
and useful to potentialvisitors in the digital era.
A brand is not just about marketing
communications; behavior is critical by the
NTO and its staff, by stakeholders, and by
residents.
Creating a Place Brand
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The Answer
Authentic
Distinctive
Memorable
Personality - sense of place - a story
Co-Creative
Place-Making (policies, innovations, events,
structures, investments and symbolic
actions)
Creating a Place Brand
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In order to manage place-brands
successfully and therefore reduce the gap
between identity and the standardised
true (or image), it is necessary tounderstand the variables that compose
the brand.
Creating a Place Brand
Joao R. Freire, Place-Branding Expert
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THE DNA
OF A BRAND
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Place
Place
DNAofa Brand
Topography /scenery
Public realm
Pub
lic art
History
Architecture
2007-2009 LondonEditions.com
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Products
Products
Own products
Claimed products
DNAofa Brand
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People
CultureAttitude
Reputation Famous / infamous
DNAofa Brand
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A good place to:
live
work
do business
investbuy from
visit
Feel of aPlace
Tourism
Immigration(new skills)
Diplomacy
InwardInvestment
Exports
Quality ofLife
(residents)
Creating a Place Brand
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The estination randing Process
ETC/UNWTOHandbook on
Tourism Destination
Branding
Destination Audit
SegmentationAnalysis
SWOTAnalysis
StakeholderPerception
Consultation