Presentation on theme: "Branding in Tourism and Architectural Frames. Place Branding – You’ve got to believe 1. Places must engage with the outside world. The identity must be."— Presentation transcript:
Place Branding – You’ve got to believe 1. Places must engage with the outside world. The identity must be clear and coordinated to influence public opinion. Harmonization of goals, themes, communications and behaviors. 2. Brand image. (must be positive) Image speaks to assessment of values. The reputation is understood as an external, even cultural phenomenon which is not under the direct control of the ‘owner’ of the brand. 3. Brand equity. Reputation is a hugely valuable asset that needs to be managed, measured, protected, leveraged and nurtured over the long term. 4. Brand purpose. Unites a group of people around a common strategic vision. Dynamic for progress Brand management is first and foremost an internal project. 5. Sustained and coherent innovation in all sectors of national activity if public opinion is to be influenced: international public opinion, and in consequence the media, is far more interested in new things that suggest a clear and attractive pattern of development and ability within the country or city, than in the rehearsal of past glories.
Architectural constructions Cultural and heritage assets usually feature prominently in destination-branding strategies: Represent a community's unique features that evoke strong emotional ties between the tourist and the destination.
Beyond Policies Strategy, in its simplest terms, is knowing who are the beneficiaries, how the site is seen today (both in reality and according to internal and external perceptions); knowing where the organization wants to get to Knowing how it is going to get there. Difficulties associated with strategy development are: (a)reconciling the needs and desires of a wide range of different national actors into a more or less single direction, and (b) finding a strategic goal that is both inspiring and feasible, since these two requirements are frequently contradictory.
Substance is the effective execution of that strategy Symbolic actions are a particular species of substance that happen to have an intrinsic communicative power. They are emblematic of the strategy: they are at the same time a component of the national story and the means of telling it.
Criteria for Symbolic actions 1. A single symbolic action will seldom achieve any lasting effect: multiple actions should emanate from as many different sectors as possible in order to build a rounded and believable image for the place. 2. They should never be empty - they must be communicative substance rather than just communication. Each symbolic action must be intrinsically defensible against the accusation of empty rhetoric, even when taken out of context and scrutinized on its own account (as commentators in a healthy democracy are bound to do). 3. They should continue in an unbroken succession for many years.
Should places have simple images Is simple better than complex? This challenges the very idea of applying brand theory to the development of places. The clarity of a single, distinctive positioning is often described as the product’s only chance of cutting through the indifference of the consumer, the chaos of the marketplace and the clutter of the media marketing notion of the ‘evoked set’, a theory which argues that prospective purchasers never hold a shortlist of more than a small number of items in consideration at any one time. Signpost branding should only be considered as a temporary measure
Place Branding The authoritative voices of the display and destination promotion provide this interpretation and authentication since objects have no voice. The authoritative voice cannot singularly represent a destination image. The viewers of the image are also involved in conceiving meaning.
4 A’s of Tourism tourism product are commonly referred to as the ‘4 As’ Attractions; Amenities (or hospitality industry - comprising accommodation and F&B/catering services - and retailing) Access (or transport) Ancillary services (or visitor centers, insurance and financial services)