BRANDING Forbes listing of the TEN most recognizable brands in the world in 2015

BRANDING- Video

Definition of Branding It is a name, symbol, logo, word mark or graphic that identifies and differentiates a product. It must also convey a promise of a memorable experience that is unique to that product.

Purpose of Branding To persuade ( influence )the buyer to buy the product. Remove the competition

Branding performs FOUR functions Acts as communicators: It represents association with a product. Branding acts as a sensory stimulus: Appeals to the senses of sight, hearing, emotions What is the function of branding? As soon as we see this symbol, we know it is Nike, association The words used stimulate our emotions to achieve

Function of Branding What is the function of branding? This strategy is also used by destinations to market themselves Brands act as value enhancers: Giving reputation and positive imaging Brands as relationships: It has the ability to incite some reaction from the consumer. Nike uses famous people as brand ambassadors for their product, Reputation It encourages people to join in, buy in as well

Destination branding Some examples of how destinations market themselves Images and the words are unforgettable

Shape and structure of the New York advertisement is unique Beautiful picture is eye-catching. Words are emotional

What have the above destination brands done to the future tourist to buy into their destination? Created an awareness of the destination through images, emotive words, recognizable iconic people Position the destination in people’s minds to create a positive association, excitement, fun, new unique experiences. Change people’s negative perceptions that have been received through the media into a positive perception.

Some of South Africa’s destination branding

South Africa’s new brand image The South African flag is unique and easily recognizable The words ‘inspiring’ stimulates interest ‘new ways’ suggests something different all the time The ‘South Africa’ is written in a font that is flowing and seems full of opportunity

What do we showcase? South African brand ambassadors Use of famous people, unique products, culture, wildlife

Who is responsible for branding South Africa as a destination? National Department of Tourism: Government Responsible for policy and legislation of tourism in SA South African Tourism Tourism: Statutory body of the government that has been mandated with marketing South Africa as a preferred destination both locally and internationally Tourism Business Council of South Africa(TBCSA):It is an umbrella organisation which represents organised businesses in the local tourism industry and is the collecting agent for all levies collected from the various sectors and distributes these levies to South African Tourism and other relevant initiatives

TOMSA TOMSA: Tourism Marketing South Africa WHAT IS TOMSA? It is a levy collected by tourism businesses with the aim of contributing to the promotion of South Africa as the preferred tourist destination locally and internationally. What is the levy? it is a 1% charge paid by tourists for the use of specific tourism services in SA Why is a tourism levy charged? It enables business in the local tourism industry to put back into the industry and support the promotion of destination South Africa locally and internationally

How does the money get to South African Tourism? Money is collected from the tourist. Tourism business deposits money into TBCSA’s account TBCSA, TOMSA division receives and distributes money to South African Tourism and other organisations for marketing South African Tourism uses these funds to market South Africa locally and internationally

ACTIVITY 1 Provide the following information: The organisation responsible for marketing South Africa The organisation responsible for collecting the funding for marketing THREE tourism businesses that collect tourism levies from tourists.(5) 1.2In your opinion, should all tourism businesses be responsible for collecting the 1% tourism levy. Give TWO reasons to support you answer.(4) 1.3In a paragraph of FIVE lines, explain how the 1% tourism levy is collected and what it is used for.(5) 1.4Explain why the brand “Inspiring new ways” is an effective brand for South Africa.(6)

What strategies are used by South African Tourism to market South Africa: WTM: AFRICA

South African Tourism to market South Africa: Tourism Trade Show in Berlin ITB Internationally Tourism Trade shows (WTM) Staged annually in London, WTM is the leading global event for the travel industry - presenting a diverse range of destinations and industry sectors to travel professionals in global travel trade to meet, network, negotiate and conduct business.

International Roadshows China

How is the 1% tourism levy collected?

SOUTH AFRICAN TOURISM

2.1Explain what South African Tourism does at the WTM, London(2) 2.2.Explain FOUR methods they would use to fulfill the function identified in question 2.1 (4) 2.3In a paragraph of FIVE lines, explain how South African Tourism receives funding for their initiatives.(4) 2.4Name TWO local trade shares where South African Tourism would be involved.(2) 2.5Name THREE other strategies that South African Tourism uses to showcase South Africa to the international tourism market.(3) 2.6Write an article for a local newspaper, informing them on how growing tourism as a top ten destination by the year 2020 will benefit all South Africans.(10) ACTIVITY 2