Destination Branding Models
Different researchers have given their models of Destination Branding. They may differ from each other but the basic aim of all of them is same. They may follow different path but lead to same destination of building a Destination as a Brand through creating its Identity and Image in the tourists’ mind. Of the various available models, three models are being discussed in this study namely, Kaplanidou and Vogt Model, Cai’s Model and The Relational Network Brand Model (Hankinson Model).
1. Kaplanidou and Vogt Model (2003)
Kaplanidou and Vogt (2003) define destination brand about “how consumers perceive the destination in their minds”. The basic or core element of this model is to define and build Brand Identity. This is how the strategists or the Brand developers want the brand (Destination) to be perceived by the consumers (i.e. tourists). According to Kaplanidou and Vogt, brand identity should be developed capable to establish a relationship between the brand and the customer by generating value proposition. Further, five bases are defined in the model to manage Brand Identity, namely, brand image, brand personality, brand essence (soul), brand character and brand culture. So, to develop or build a Destination Brand the assigned organization must direct its efforts towards building Brand Identity through carefully managing the aforesaid five components.
2. Cai’s Model (2002)
According to Liping
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Hankinson’s Model (Relational Network Brand Model, 2004)
The model given by Hankinson is represented by a brand core and four categories of brand relationships, which are dynamic and evolve over time. The brand core represents a place’s identity, defined by three elements: (i) Brand personality, (ii) Brand position and (iii) Brand reality. The four categories of Brand Relationships identified by Hankinson are: (i) Consumer Relationships, (ii) Brand Infrastructure Relationships, (iii) Media Relationships and (iv) Primary Service
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them. Moreover, this increases brand loyalty and decreases brand switching to competitors. One’s memory consists of a network of associations and connecting links, and any association ever processed about a brand
The market today is filled to the brim with products, however plenty of substitutes and commendatory items available means that it is no longer purely that is the crucial factor for consumers but also the indefinable message connected to it. A product is no longer enough, customers always look something extra and new that make the product outstanding from the other products. Brand distinguishes a companies from its competitors using the exclusive assets to the company, which means having a powerful brand is extremely important.
A brand can be defined as the feeling people have about a product offered in the market. It is not the name, logo or the symbol of a product. The brand is an expectation that people have for a company’s goods or services. Branding is defined as the process of creating emotions and feeling between the firm and the customers of the products they offer. It is dictated by the audience, and a company has no control over what the customer's perception of the goods. In the market place, branding dictates the reputation that a business creates for itself. The content that I aim at developing in this paper will take an in depth analysis of the brand name “Coca-Cola.” The choice I made is based on the fact that it is a common brand of every average person
The government of Dubai made an intelligent decision when it decided to intervene in the destination brand development of that same country. Dubai has been a very successful development project thanks to the many investors that believed in its potential. Also, thanks to the dedicated efforts of the government and tourist. Now, because of the great development many jobs have been provided to the people that live in this great country. In addition, Dubai having grown from a small trading port country to a large international destination, it is now attracting many tourists from all parts of the world, giving them access to this astonishing country.
Tourists are more dependable on website to get the information and overview of destination. Therefore one of the website of bay of island is www.tourism.net.nz, which gives complete information. In this assignment, we will mainly discuss about marketing mix, customer wants, creating value for the customer, destination location and tangible experience from tourism marketing perspective.
Tourism industry has many pillars which makes it effective, destinations, products, infrastructure, tourist security, marketing and so on, one of them is re branding of a destination, which is considered immensely important to cater the needs and wants of tourist and destination itself. This essay will critically evaluate the destination chosen which is London, its current situation for tourism activities, places and services which are offering to tourist and then moving onto the other side discussing the products or places which has not been promoted as like others, re branding them, creating a new slogan for marketing strategies, attracting and giving information to tourist via promotional activities to sell these brands.
Identity based brand management has its main cause for repositioning, if a brand’s consistency and continuity are harmed. Continuity requires the retention of a brand’s essential characteristics over time. Consistency refers to the avoid-ance of controversy within the repositioning strategy in comparison to its former positioning. The major importance is to not overstretch the repositioning by changing too many characteristics of the brand, which would otherwise lead to a destroyed brand identity (cf. Kapferer 2008, p.
A brand can be described as the sentiments people have regarding a product offered in the marketplace; however, it is not the name, logo or the symbol of a product. The brand is an expectation which individuals have for as establishment’s commodities or amenities. Branding is defined as the process of producing reactions and impression between the business and the consumers of the products they offer. It is commanded by the audience, and an establishment has no control over what the consumer's perception of the commodities. In the marketplace, branding commands the reputation that a business produces for itself. The content which I have selected to concentrate on developing in this paper will take a comprehensive analysis of the brand “Coca-Cola.”
A Brand is basically a name, word, mark or icon which identifies a product or service of one provider and differentiates it from others. In other words, it provides easy acknowledgement of a seller’s merchandise. In today’s highly volatile market with cut throat competition, a brand is the most successful method adopted by a seller to make its prospects believe that his product is the only solution to their problems. A successful brand is a confirmation of the company’s ability to effectively satisfy the need of a consumer. Brand is the persona that helps identify a product or service.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
In recent years, tourism marketing has gone through strategic changes with the improvement in new technologies, the chase of a relationship between customers and suppliers as well as the importance of sustainability issues in marketing. Marketing Tourism reconsiders the needs of the tourists but does not overlook on the long term economic, environmental, social and cultural interests of the local population. So, it means that marketing consider both the tourist demand and effect to society as
Associations help piece different wants, needs and solutions together; they create pathways to solutions to problems the consumer might confront. For example, if a consumer has an issue with their vehicle, they can associate automobile repair services with the solution to fixing their mode of transportation. It 's one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the same time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. "A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler & Keller, 2016)." As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand position, the first step is to have the statement appeal to or associate itself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra (1999), consumer cultural dimensions fall into the following categories: language, aesthetic styles, and story themes. The statement must address all these factors, given that they vary from region to region around the globe, in order to increase
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
To promote destinations and build their unique touristic image, DMOs have started using social media as a destination marketing tool. It helps them have a better understanding of how tourists from around the world perceive this touristic destination and build marketing strategies on that basis (Neuhofer et al., 2012 as cited by Kavoura and Stavrianea, 2015) . Social media also help DMOs interact with the tourists and build and maintain online relationships with them which would attract them more to the destination and ensure their loyalty on the long term (Page, Buhalis and Hays,