Branding

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Branding Market Development in Tourism

• Tourism Master Programme
• 7. February 2007

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Purpose of course - insights

• Branding tourism destinations products
• cooperation conflicts of interest on supply
  side
• effect of branding image formation on demand
  side
• ways of branding
• events
• communicative tools
• Case Branding DK towards Chinese market
• Future trends of tourism product development

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Purpose of course - skills

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

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1. Introduction Central Concepts Lit Langer
(2002), Morgan Pritchard (2001) chpt. 8   2.
Branding of Tourism Destinations Individual
Tourism Products Lit. Kavaratzis Ashworth
(2005), Morgan Pritchard (2001) chpt. 9, Cai
Hobson (2004)   3. Tourists Image Formation
Processes Lit. Therkelsen (2003), Durie et al.
(2005)   4. Branding Places through Events Lit
Piggott R. et al. (2004), Smith (2005), Brown et
al (2004)
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5. Umbrella branding Common Initiatives with
Other Sectors Lit. Therkelsen Halkier
(2004)   6. Communicative Tools of Branding
Storytelling Sense Branding Lit. Gobé (2001),
Wynn (2005)   7. China as a Markets for Tourism
Branding Implications Lit. Melevar et al.
(2004), Zang Heung (2001), Ryan Mo
(2001) Case China as a market for Danish tourism
  8. Presentation of Case, Future Trends Exam
Issues Lit none
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Slides (day before/after)

• http//www2.ihis.aau.dk/at

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Introduction Central Concepts

• Why branding in a tourism context?
• Testing your knowledge.
• 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 attrations
• 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 How do others see us?
Positioning How different are we from others?
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.