Destinationbranding

transcript

be differentbe yourselfbe a great brand

its a war out therethe war of competitionthe war of identity

so,its once lifetime opportunity

the war of imagethe war of perception

win the competitionquote’s by:Fredy UtamaJune 2008

refreshingmoment

0811 1881 275

fredyutama

destinationbranding

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ownership and the person

ready?

What is brand?

logo toyota

a brand ismore than just a logo

a brand ismore than just a name

a brand ismore than just a product

a brand ismore than just a slogan

Sowhat exactlyis a brand?

A product is something made in a factory; a brand is something that is

bought by the customer. A product can be copied by a competitor; a brand is

unique. A product can be quickly outdated; a successful brand is timeless.

Stephen King

“ “

“A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the

offering does not live up to what they expect from the brand, they will decide

to stop buying”

Richard Branson

““

A brand is more than simply a name, trademark, a design, a slogan or an easily

remembered picture. A brand built by experiencing their value and their

promises in customer minds.

in other words

its not what you say it is

its what they say it is

brand?

The Brand Union

Jakarta

27 © The Brand Union 2008

“Funky Business” Kjell Nordstrom and

Jonas Ridderstrale

“Similar”

! “We live in a world characterized

by a surplus of similar

companies, employing similar

people, with similar educational

backgrounds, working in similar

jobs, coming up with similar

ideas, producing similar things,

with similar prices and similar

quality”

The Brand Union

Jakarta

“Funky Business” Kjell Nordstrom and

Jonas Ridderstrale

“Similar”

! “We live in a world characterized

by a surplus of similar

companies, employing similar

people, with similar educational

backgrounds, working in similar

jobs, coming up with similar

ideas, producing similar things,

with similar prices and similar

quality”

A brand differentiatesfrom similar offerings

a brand escape pressure to compete on price

a strong brand

ensuresquality/

brandelement

Name, Logo, Typo, Color, Slogan, Sound/Music

Physical

Attitude, Personality, Value Proposition, Story

Emotional

brandelement

#1. Name

can one of you help me for this topic

?is it nameimportant

brandelement

#1. Logo, Typo, Color, Slogan

the VERTICAL expansion

of a brand

individual… an

as a brand

country … a

as a brand

place/city… a

as a brand

paris is romance

milan is style

new york is energy

washington is power

tokyo is modernity

barcelona is culture

rio is fun

destination… a

as a brand

now, we’re talking aboutdestinationbranding

brandingdestination

Where Are We ?

similar viewsimilar beach

Where Are We ?

Phuket Malaysia

Bali Cebu

Phuket Malaysia

Where Are We ?

In today’s globalized, every place has to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect and

attention.

Do we own Bali ?

The Brand Union

Jakarta

Do we own Bali ?

Many place suffer from an image which is out-of-date,

unfair, unbalanced

understandingthe terminology

?Place branding

Destination branding

Nation branding

Nation branding is a field of theory and practice which aims to measure, build and manage reputation of countries [Anholt, 2003]

It is the city’s reputation or image or impression or perception among those people that cares about it, such as citizens, potential investors and visitors

City Branding

Destination BrandingDestination branding is “selecting a consistent brand element mix to

identify and distinguish a destination through positive image building” in terms of its leisure and tourism

destination brandingcommon misconception

destination is simply a

destination branding

communications strategy

malaysia truly asia commercial ads

visit indonesia commercial ads

destination tagline, destination visual identity or even a destination logo

destination brandingis simply a

much, much, much, much more

destination branding is

ads,tagline, visual identity,logo

t h a n

It is a strategic process for developing a long-term vision for a place that is relevant and compelling to key audiences.

it influences and shapes positive perceptions of a

place/destination

It is anchored in a community’s societal, political or economic objectives by focusing on its relevant

differences, identifying the core promise that it makes to key audiences, and

developing and consistently

communicating the core, positive

attributes of the place

“Taglines are fragile, limited or too broad. They do not represent who you really are. A brand is the DNA of a place, what it is made of, what

it passes from generation to generation. It is authentic and indicates what makes a place

different from othersPaul O’Connor

if it happenswhat should we do

unforgettable imageis it what we called

build by experiencing the brand

the perceptions will be

either it is good or bad experience

destination brandingthe differences

Wally Olins

There’s a big difference between branding a region and a company or a product.

Product brands only have to please one audience, consumers. You don’t have to ask

the beans in the can how they feel about the label. Corporate brands have more

audiences to please, such as owners, managers, workers and customers.

Branding a geographically entity is still more complex, especially when it involves

national characteristics and loyalties. Brands that involve whole populations need

popular permission.

employee manage-ment

tourists

stakeholders

multi dimensional factors

Place Brands

History Education

Culture

Etiquette

CharacterPeople

Resources

Culture Education Industries

EconomyInfrastructures

EconomyPolitical

Structure

Social System

Laws/Regulations

CulturePolitics

Natural Resources

Nature Geography

CitiesInfrastructures

Culture

It should not be the task of a single

department. It is a task of complex

stakeholders that have multiple

perspectives and interest

whyThere are some reasons

Destination Brandingis very important

a strong destination brand can shift the perception of a city that may be suffering from a poor image among external

and internal constituents

a strong destination brand can create a common vision for the future of the

community and its potential

a strong destination brand can provide a consistent

representation of the place.

a strong destination brand can enhance its local, regional and global awareness and position

The Big Questions

Do you want Bali Safari Marine Park

becoming a desirable place for visitor destination

Do you want Bali Safari Marine Park becoming a desirable place to work

if yes......

what is your vision for BSMP?

What does your BSMP stand for today – both its strengths and

weaknesses?

What can and should the BSMP stand for in the future, and how

do we articulate that?

What will make the BSMP unique, valued and attractive to

employee, businesses and tourist audiences?

How will we make this new positioning a reality?

What role do you have in bringing the BSMP brand to life?

What does your BSMP brand strategy to solve it?

the most important things

How will we measure success of the brand strategy?

a lot of questions to answera lot of things to do

a lot of paper work to finished

to make

a place to worka place for visitor destination

Bali SafariMarine Park

to make it

what can you dohappen

this is Eight Simple Step Process to Develop a Destination Brand

Define Clear Objectives

?or may be to change current

perceptions?

Is it to attract and retain employee?

Is it to drive commerce?

Is it to attract visitors?

Understand the Target Audience

?Who does

the audience consist of?

What are their current perceptions and attitudes of the

What do they need that BSMP

can provide? Can BSMP meet that need? If so, how?

Identify Current Brand Image

associations are linked to the BSMP?

Has the image of the BSMP changed

over time?

What is the current

personality of the BSMP?

What visual imagery does the

BSMP evoke?

Set the Aspirational Brand Identity

?What do you

want the BSMP to

stand for?

What associations do you want people

to think of when they think of the

What is the ideal personality or

persona for the BSMP?

What type of experience

would you like to have there?

?Before we continue the presentation ..........

are you familiar with the terminology

brand imagebrand identity

brand positioning

Name, Logo, Typo, Color, Slogan, Sound/Music

Physical

Attitude, Personality, Value Proposition, Story

Emotional

brand strategist

Customers & Potential customers

Marketing, PR, Product

brand strategist

brand identity

Strategy

Messaging

brand strategist

brand positioning

brand identity

Strategy

Messaging

Results brand strategist

brand image

brand positioning

brand identity

Strategy

Messaging

Results brand strategist

Strategy

Develop the Positioning

?What does the positioning mean for that audience and what are the key

messages that should be communicated to influence their

perceptions?

Remember:

Unique position in relation to competitors, based on

Differentiation of offering

Cost of offering

Specialized focus of offering

Execute the Brand Strategy

?Where is the critical point your target audience may come into

contact with BSMP?

Measure Success 7

!Monitoring the

success of branding efforts with key

audiences

Measuring the brand metrics in conjunction with the

economic and community development metrics

Measuring the effectiveness of branding and

marketing activities over time

Measures the percentage of stakeholders who know

the location name in a target market.

s Measures the percentage of stakeholders who know

what the location represents and what it

provides.

Measures the percentage of stakeholders who can

identify the brand promise that the location is

communicating in the marketplace.

Measures how well the location is delivering on the

brand promise with its stakeholders.

Brand Recognition

Brand D

eliveryBrand

Uniqueness

Measures whether the location brand is relevant, motivating and valuable to stakeholders.

Measures whether stakeholders believe the

location’s brand promise is relevant and distinct when

compared to competing locations.

Measures the recommendation from

existing customer to others.

Review & Review 8

a few slides left

?a frequent asking questions

that it takes?how long

Development and execution of a destination brand can take a

number of months or maybe years, depending on the scope of the initiative, the level of research and

the organizations involved.

Branding is a long-term undertaking. The results take

time, patience and

commitment. Set realistic criteria for success, and

make a plan for measuring success annually.

Branding takes time, but it also

takes consistency. Stick to your strategy for a set period of time

before you change it. Put the energy toward delivering a consistent

message, look and feel across all factor and also the

communication media.

Execution of the brand strategy requires resourcefulness.

the successstory

finally, the conclusion

Understand your customer

create an unique differentiation

create an unforgettable story

create an unforgettable experience

Increase your competitiveness

commit

live your brand

You never get a second chanceto make a first impression

Every destination has a story.

What’s yours?

“ “Strong brands never happen by accident.

Prophet, 2002

sessiondiscussion

Thank You

Destinationbranding

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