Understanding Tourism Branding in Small Businesses

 
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Chapter 7
 
Tourism Branding
 
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To enhance your understanding of:
the role of branding in tourism marketing
branding as a co-creative process involving a brand identity, brand
positioning and brand image
the seven-stage brand positioning process
 
 
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Brand identity
The desired brand image that differentiates the organisation from
competitors. How the organisation aspires to be perceived in the market.
Brand image
How the organisation is actually perceived by consumers, which might or
might not be similar to that intended in the brand identity.
Brand positioning
A set of marketing activities that attempt to achieve congruence between
the actual brand image and the brand identity, through a focused value
proposition that is meaningful to consumers.
 
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For any tourism purchase decision, consumers are spoilt by choice of
available services offering similar features and benefits.
 
Owning a brand that stands out from the crowd and simplifies
decision making for the consumer represents a source of competitive
edge.
 
 
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The role and importance of brands
 
https://www.youtube.com/watch?v=JKIAOZZritk
 
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The brand is 
top of mind 
when consumers are considering a purchase
situation
 
When the brand comes to mind there will be 
favourable associations
with the features/benefits desired in the purchase situation
 
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The desired image aspired to in the market place
 
What is our vision for the brand?
What are the brand’s core values?
Does the brand have a particular personality?
What are the key features and benefits offered?
Who is the target audience?
What is our source of competitive edge?
On what basis should the brand be differentiated from competitors?
 
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The actual image of the brand held by consumers
 
Might be quite different to that intended in the brand identity
(Perception is reality)
 
Might not exist
 
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What people believe to be true will be real in its consequences.
 
That is, whether an individual’s perceptions are right or wrong about
a brand, they will influence their purchase decisions.
 
(see Thomas & Thomas 1928, in Patton 2002),
 
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The attempt to achieve congruence between the brand image and
brand identity
Clear differentiation from rivals
Logo, slogan…and supporting marcom
Succinct and meaningful value proposition
7 word, single minded, proposition
 
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1.
Increasing awareness
2.
Increasing positive perceptions
3.
Stimulating intent to purchase, repurchase, and recommendations
to others
 
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1.
Clearly define the target market
Segmentation by location (eg catchment area), demographics (eg age, marital
status), behaviour (eg frequent visitors), psychographics (eg learning style),
benefits (eg excitement), values (eg environment sustainability),
socialgraphics (eg Facebook use)
2.
Identify the competitive set of brands
Who are the close competitors for a given purchase situation?
Which brands are in consumers’ decision sets?
 
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3. Identify the salient attributes/benefits for the purchase situation
From the consumer’s perspective, which attributes are most important in the
decision process?
See 
Chapter 5 – Tourism Marketing Research 
for discussion on attribute
salience and determinance
 
4. Identify perceptions of the strengths and weaknesses of each of the
competitive set of brands
A brand positioning theme must be based on a point of difference, which
competitors cant match….on an attribute/benefit that is salient in the
purchase decision
 
 
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5.Identify a differentiated positioning proposition focused on a
capability gap
What is the business’ key 
strength, 
relative to competitors?
See 
Chapter 14 – Tourism marketing Performance Measurement 
for a
discussion on the value of Importance-performance analysis in identifying an
attribute that is most salient and when the brand is perceived strongest
 
6. Select and implement the positioning proposition
The slogan is the value proposition
Seven word single minded proposition
 
 
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Remember, this is the 
value
 proposition to the target consumers, to
differentiate
 from competitors
 
Propositional
Meaningful
Truthful
Deliverable
 
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7. Monitor the performance of the strategy over time
 
It is difficult to stand out in crowded markets
Attention is in short supply out there (but it is gettable)
It is difficult to change people’s perceptions
Therefore, branding must be seen as a long term investment
 
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All marketing communications must reinforce the brand identity and
value proposition
 
Branding must be regarded as a long term strategy
It takes time for a brand to gain traction (that’s why they are worth so much)
Resist the urge to change the slogan every year
 
Focus on reinforcing positively held perceptions, rather than attempt
to change a negative image
 
R
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p
o
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The attempt to create a new and different position in the minds of
the target audience
 
Given the long term nature of branding effectiveness, this approach is
not commonly successful in the short term
 
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Why is it argued branding is a co-creative process involving both the
organisation and consumers?
 
Why does brand salience represent a source of competitive edge?
Why is it preferable to focus marketing communications on promoting
positively held perceptions of the brand, rather than to try and
reverse a negative image?
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Enhance your knowledge of branding in tourism marketing, including brand identity, positioning, and image. Discover the importance of standing out in a competitive tourism market and learn about the co-creative process of developing a strong brand. Explore the main aims of branding and the three key components of tourism branding. Watch a video on the role of brands in the tourism industry to deepen your understanding.


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  1. Tourism Marketing for small businesses Tourism Marketing for small businesses Chapter 7 Tourism Branding

  2. Chapter learning aims Chapter learning aims To enhance your understanding of: the role of branding in tourism marketing branding as a co-creative process involving a brand identity, brand positioning and brand image the seven-stage brand positioning process

  3. Key terms Key terms Brand identity The desired brand image that differentiates the organisation from competitors. How the organisation aspires to be perceived in the market. Brand image How the organisation is actually perceived by consumers, which might or might not be similar to that intended in the brand identity. Brand positioning A set of marketing activities that attempt to achieve congruence between the actual brand image and the brand identity, through a focused value proposition that is meaningful to consumers.

  4. Branding rationale Branding rationale For any tourism purchase decision, consumers are spoilt by choice of available services offering similar features and benefits. Owning a brand that stands out from the crowd and simplifies decision making for the consumer represents a source of competitive edge.

  5. Video link Video link The role and importance of brands https://www.youtube.com/watch?v=JKIAOZZritk

  6. Main aims of branding Main aims of branding The brand is top of mind when consumers are considering a purchase situation When the brand comes to mind there will be favourable associations with the features/benefits desired in the purchase situation

  7. Three components of tourism branding Three components of tourism branding co creation creation co- - Figure 7.1 Three elements of tourism branding co-creation Developed by the consumer Developed by the marketer

  8. Brand identity Brand identity The desired image aspired to in the market place What is our vision for the brand? What are the brand s core values? Does the brand have a particular personality? What are the key features and benefits offered? Who is the target audience? What is our source of competitive edge? On what basis should the brand be differentiated from competitors?

  9. Brand image Brand image The actual image of the brand held by consumers Might be quite different to that intended in the brand identity (Perception is reality) Might not exist

  10. Perception is reality Perception is reality What people believe to be true will be real in its consequences. That is, whether an individual s perceptions are right or wrong about a brand, they will influence their purchase decisions. (see Thomas & Thomas 1928, in Patton 2002),

  11. Brand positioning Brand positioning The attempt to achieve congruence between the brand image and brand identity Clear differentiation from rivals Logo, slogan and supporting marcom Succinct and meaningful value proposition 7 word, single minded, proposition

  12. Three key aims of brand positioning Three key aims of brand positioning 1. Increasing awareness 2. Increasing positive perceptions 3. Stimulating intent to purchase, repurchase, and recommendations to others

  13. Brand positioning stages Brand positioning stages 1. Clearly define the target market Segmentation by location (eg catchment area), demographics (eg age, marital status), behaviour (eg frequent visitors), psychographics (eg learning style), benefits (eg excitement), values (eg environment sustainability), socialgraphics (eg Facebook use) 2. Identify the competitive set of brands Who are the close competitors for a given purchase situation? Which brands are in consumers decision sets?

  14. Brand positioning stages Brand positioning stages 3. Identify the salient attributes/benefits for the purchase situation From the consumer s perspective, which attributes are most important in the decision process? See Chapter 5 Tourism Marketing Research for discussion on attribute salience and determinance 4. Identify perceptions of the strengths and weaknesses of each of the competitive set of brands A brand positioning theme must be based on a point of difference, which competitors cant match .on an attribute/benefit that is salient in the purchase decision

  15. Brand positioning stages Brand positioning stages 5.Identify a differentiated positioning proposition focused on a capability gap What is the business key strength, relative to competitors? See Chapter 14 Tourism marketing Performance Measurement for a discussion on the value of Importance-performance analysis in identifying an attribute that is most salient and when the brand is perceived strongest 6. Select and implement the positioning proposition The slogan is the value proposition Seven word single minded proposition

  16. Slogan criteria Slogan criteria Remember, this is the value proposition to the target consumers, to differentiate from competitors Propositional Meaningful Truthful Deliverable

  17. Brand positioning stages Brand positioning stages 7. Monitor the performance of the strategy over time It is difficult to stand out in crowded markets Attention is in short supply out there (but it is gettable) It is difficult to change people s perceptions Therefore, branding must be seen as a long term investment

  18. Key branding principles Key branding principles All marketing communications must reinforce the brand identity and value proposition Branding must be regarded as a long term strategy It takes time for a brand to gain traction (that s why they are worth so much) Resist the urge to change the slogan every year Focus on reinforcing positively held perceptions, rather than attempt to change a negative image

  19. Repositioning Repositioning The attempt to create a new and different position in the minds of the target audience Given the long term nature of branding effectiveness, this approach is not commonly successful in the short term

  20. Discussion questions Discussion questions Why is it argued branding is a co-creative process involving both the organisation and consumers? Why does brand salience represent a source of competitive edge? Why is it preferable to focus marketing communications on promoting positively held perceptions of the brand, rather than to try and reverse a negative image?

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