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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

Creating a Place Brand

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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)

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The estination randing Process

ETC/UNWTOHandbook on

Tourism Destination

Branding

Destination Audit

SegmentationAnalysis

SWOTAnalysis

StakeholderPerception

Consultation