Branding

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Branding Market Development in Tourism

• Tourism Master Programme
• 5 February 2008

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Purpose of course - insights

• Branding tourism destinations products
• Strategies, cooperation conflicts on supply
  side
• Effect of branding image formation and
  decision-making on demand side
• Particular types of branding
• events
• food
• shopping wellness
• Communicative tools of branding

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Purpose of course - skills

• analyse understand pros cons of branding
• carry out elements of a market analysis (desk
  field research)
• make informed suggestions to a branding market
  development strategy

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1. Introduction Central Concepts (05. 02.
08) Lit Langer (2002), Morgan Pritchard (2001)
chp. 8   2. Branding of Tourism Destinations
Individual Tourism Products (12. 02. 08) Lit.
Kavaratzis Ashworth (2005), Morgan Pritchard
(2001) chpt. 9, Cai Hobson (2004)   3.
Tourists Image Formation Processes (19. 02.
08) Lit. Therkelsen (2003), Durie et al.
(2005)   4. Branding Tourism Destinations through
Events (29. 02. 08, 10.00 12.00) Guest lecture
Bodil Stilling Blichfeldt, SDU Lit Piggott R. et
al. (2004), Brown et al (2004)
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5. Branding Tourism Destinations through Food
(04. 03. 08) Li Hashimoto Telfer (2006), Boyne
Hall (2004)   6. Umbrella branding Common
Initiatives with Other Sectors (11. 03. 08) Lit.
Therkelsen Halkier (2004)   7. Communicative
Tools of Branding Storytelling Sense Branding
(25. 03. 08) Lit. Gobé (2001), Hayes MacLeod
(2006)   8. Hedonistic Brand Building the Case
of Wellness Shopping (01. 04. 08) Lit. Mueller
Kaufmann (2001), Moscardo (2004)
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Introduction Central Concepts

• Why branding in a tourism context?
• Branding a few definitions
• Brand S-curve
• brand loyalitet brand development
• Destination branding
• central elements central analyses
• A complexity of stakeholders

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Why branding in a tourism context?

• Sharper profile for a product / destination ---
  differentiation
• Identifying what we are good at --- commitment
  (company / destination)
• Giving the customers what they want --- an
  emotional experience (identification)
• So ein Ding müssen wir auch haben

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A few definitions

• a brand is the goodwill tied up in a namean
  empty vessel into which you pour brand equity by
  means of marketing (Anholt in Pritchard Morgan
  2001 p.215).
• a unique combination of product characteristics
  and added value, both functional and
  non-functional, which have taken on a relevant
  meaning which is inextricably linked to that
  brand, awareness of which might be conscious or
  intuitive (Macrae in Pritchard Morgan 2001
  p.216).

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And more

• Modern branding is not just about developing
  appealing communication strategies, it is also
  about defining and delivering leading-edge
  product or service quality to match or exceed
  customer expectations (Morgan Pritchard, 2001,
  p.216)

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A brand more than a product

• Functional side
• Concrete attractions
• Service/infra-structure
• People

• Emotional side
• Values feelings
• Personality traits creating identification

Unique combination of product characteristics
added value
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Brand S-curve
Brand Heaven
Volume
Fashionable
Famous
Friendly
Time
Weinreich in Morgan Pritchard, 2001 p.227
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Brand central elements
Identity How do we see ourselves?
Brand
Image Demand How do customers see us what do
they want?
Positioning How different are we from competitors?
Therkelsen 2006
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Kotler et al. 1999 p. 27
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Further readings

• Kotler et al (1999) Marketing Places Europe
  Harlow Prentice Hall
• Olins W. (2002). Branding the nation the
  historical context. Journal of Brand Management.
  9, 4/5 pp.241-248.
• Therkelsen A. (2007) Branding af
  turismedestinationer - muligheder og problemer.
  In A. Sørensen (ed) Grundbog i turisme.
  København Frydenlund. Also in TRUprogress 3/2006