Lesson 05
Destination
Branding
MKT 4241 / HLM 4214
Destination Marketing
P.Gayathri
BA(Kel’ya), PgDTEHM (C’lmbo), Chinese
Language (DHU), MA red.(C’lmbo)
Lecturer
University of Sri Jayewardenepura
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Introduction
• Destinations offer an amalgamation of tourism products and
services, which are consumed under the brand name of the
destination, providing tourists with an integrated experience.
• Before visiting, tourists develop an image destination as well as a
set of expectations based on previous experience, word of mouth,
media reports, advertising, and common beliefs.
• The complex process of creating a brand for a destination appears
to be correlated with the desirable image of the destination, the
experience of the destination, and consequent differentiation
between destinations.
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“Branding” and “Destination Image”
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“Branding” and “Destination Image”
• The term “brand” has been, over time, used for different meanings and
in different contexts. Since “brand” entered marketing in the early
1920s, it has been associated with several other terms to denominate
different concepts.
• When “brand” is associated with “image” it relates to the set of
feelings, ideas and attitudes that consumers have about a brand.
• When “brand” is associated with “personality” it refers to the human
characteristics of a brand which differentiate it from its competitors.
• “Brands are perceived to possess a “personality” that consumers use
to self-express or to experience the emotional benefits of the brand”
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The classification
of “brand”
• The classification of “brand” as either an
entity or a process is based on the fact
that it can be used as either a noun or a
verb.
• As a noun, it refers to entities such as
people, places, things and ideas; as a verb
it refers to processes included in a firm’s
effort to make products and services
meaningful (Calder & Reagan, 2001).
• Such efforts include naming the product,
targeting and, positioning it, and
communicating the benefits.
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Evolution of
the Concept
of “Brand.”
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Destination Branding
• Branding has been a concept used by marketers since the late
1980s, destination branding is a relatively new development.
• It combines marketing products and services and the
commoditization of people’s culture and environment.
• Research regarding destination brand measurement indicates
that conceptualizing how tourists evaluate a destination brand
appears to be complex (Boo, Busser, & Baloglu, 2009).
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a strong brand can have a positive differential
marketing effect because:
1) it attracts more favourable attributes and benefits perceptions
and overall preferences
2) it can also attract greater price premiums and
3) it can result in consumers paying greater attention to
communications, retaining more information from them and
reacting in a more positive way
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Destination Branding Process
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Brand analysis
• Brand analysis represents the
first phase of the destination
brand development and
involves a critical evaluation of
the brand consistency with the
requirements and preferences
of tourists, its position
regarding brands of competing
destinations and internal
opportunities for brand
development.
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Brand positioning
• Brand positioning refers to the creation
of the destination brand position in
potential tourists' minds, emphasizing a
unique brand identity through the values
for which the destination brand stands
for and to which it can be connected.
• Only positioning which is based on
unique dimensions that are important
for tourists, dimensions that tourists
appreciate and with which they are
familiar may provide an advantage over
its competitors and create conditions for
the satisfaction and loyalty of tourists.
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Communication
• Communication of the brand value must be primarily directed on the internal market",
i.e. service employees, if the company want to ensure consistent understanding of the brand value,
create confidence and positive attitudes towards the brand," and finally to fulfil. promises given to
tourists and visitors in the pre-purchase phase."
• In line with this, external destination branding is focused on the brand values communicating,
including destination attributes, towards external markets.
• The main task of this process is achieving the objectives determined by the strategy of destination
branding.
• A high level of integration among the participants at the tourist destination can be achieved only if
these entities understand the value of the destination brand and accept their roles in the creation
and enhancement of the brand identity.
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Consistency and Coordination
• Coordination of marketing activities in the moments of
truth has to be focused on consistent fulfilment of the
promises given to the customers in the prepurchase
phase; as well as on proving reliability and commitment
to tourists’ requests satisfying in the process of
interaction among tourists and various participants who
provide tourist services.
• However, this will be possible only if the process of
brand internalizing is successfully implemented.
• This is the only guarantee that the actions of all
stakeholders who are involved in the process of tourist
attractions creating (or tourist products) will be directed
to the unique object of the destination brand image
achievement and maintenance.
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Long-term contribution of the government
• Long-term contribution of the government (more precisely government institutions) is
required but not sufficient condition for maintaining and strengthening the image of tourism
destination brand.
• However, in the context of supporting the development of tourist organizations, private or
public, regulatory mechanisms can be controlled only from the government level.
• In addition to declarative support, material conditions and incentives for the development of
tourism potentials and joint action on foreign markets should be ensured at this level.
• This is particularly important for the governments and the economies in which tourism can
be a significant factor for gross domestic product creating, and those where the cooperation
of all stakeholders at the destination is a prerequisite for the destination’s survival and its
positioning at highly competitive tourism market.
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Management of the destination brand portfolio
• Management of the destination brand portfolio is especially important because of
the multidimensionality of the tourism offer created within the tourist destinations,
and opportunities for achieving positive synergetic effects from the interrelations at
the tourist destination (unfortunately sometimes it could be negative also).
• The main goal in this phase is to maintain a unique image of the destination brand
and avoid confusion among tourists which can be caused by inconsistency in tourist
suppliers' actions and brand values communication.
• The basic assumption for maintaining of integrated approach lies in the
compatibility of tourism organizations’ brands and the destination brand, and the
cooperation of all subjects in the process of further developing tourism offers and
tourism destinations.
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Rating and monitoring of the brand
performances
• Rating and monitoring of the brand performances are based on the assumption that
the success of the brand depends on the customer perception of the brand and its
value.
• Even though organizational-based brand value allows measurement of the financial
effects which are the result of the branding, the final evaluation of the brand’s
success depends on the tourists' experience and perceptions, and their decisions
about future behavior.
• Although different types of research are used for the measurement of tourism
service quality and evaluation of customer satisfaction after visiting a tourist
destination, individual organizations will get the best feedback from visitors in direct
contact and interactions with tourists.
• That information can be integrated at the level of destination and used for future
plans.
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Branding Tier 1: Rational Attributes:
• The first tier, rational attributes, encompasses the tangible and
Pyramid in observable features of a destination, such as unique services,
local cuisines, or landmarks. These attributes are evident to
the visitors through direct experience.
Tier 2: Emotional Benefits
Destination • The second tier, emotional benefits, merges tangible attributes
with the emotional experiences of visiting the destination.
Branding Successful destination brands identify these emotional benefits
and ensure all visitors share a similar positive emotional
Process takeaway.
Tier 3: Brand Personality:
• The third tier, brand personality, describes how the target
audience perceives the destination using a few essential words.
Effective destination branding leverages the existing image and
builds upon it. Recognizing the current brand helps determine
the attributes to emphasize and how to influence target
audience perceptions effectively.
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Tier 4: The Positioning Statement:
Branding • The fourth tier, the positioning statement, delineates the
unique attributes specific to the site. At this stage, brand
Pyramid in developers examine characteristics that are exclusive to
the site. This step holds a significant position in the
the brand development process. Understanding what
differentiates the site lends form to a robust brand
Destination identity.
Branding Tier 5: Brand Essence
• The final tier, brand essence, consolidates elements from
Process all the previous tiers to forge an integral brand identity.
This identity embodies the core values and unique
qualities of the destination, encapsulating the authentic
and memorable experiences it offers to visitors. In
effective destination branding, the brand essence aligns
marketing efforts with the key attributes, crafting a
persuasive narrative that resonates with the target
audience and ultimately influences their perception and
choice of the destination.
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Examples of Successful Destination Branding
• In the wake of a volcanic eruption in 2010, Iceland
launched the “Inspired By Iceland” campaign to shift
global perceptions and boost tourism. The country
portrayed its otherworldly natural beauty using
engaging videos and interactive social media
campaigns.
• Key Takeaway: Iceland successfully used an
unfortunate event to attract attention, then
capitalized on this attention with a creative, engaging
campaign that portrayed the country in a new,
positive light. They showcased the uniqueness of
their destination to create a strong brand identity.
https://www.youtube.com/watch?v=bhrfAs6A0_4
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Destination Branding in Sri
Lanka
• The industry can also provide an effective platform for
destination branding and communication which will
create a unique national asset that can yield benefits
across industries and sectors with ripple down effects
benefiting the poorest communities.
• Sri Lanka Tourism has consistently been recognized
globally as one of the preferred, favoured and safest
destinations in the world by ‘Lonely Planet’, ‘Forbes
magazine’, ‘Condé Nast Traveller’, ‘The Guardian’, New
York Times’ and WTTC (World Travel & Tourism Council)
showing the potential for a formidable destination brand
that can create national value.
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A detailed gap analysis performed revealed ‘Four systemic issues’ that underpin
and constrain future sustainable and resilient tourism sector growth.
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Industry Gap Analysis
A comprehensive gap analysis for the tourism sector was
undertaken, based on detailed consultations with stakeholders
and organisations in the industry.
These highlighted the strategic improvement areas and failures in
the current system and industry which need to be addressed.
The gaps were then analysed to form the root causes and pain
points that reflected four key areas along with their contributing
factors to improve.
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STRATEGY
IMPLEMENTATION
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STRATEGY IMPLEMENTATION
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Thank You
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