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Branding

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Strategies, cooperation & conflicts on supply side ... Fashionable. Famous. Friendly. Brand Heaven. Weinreich in Morgan & Pritchard, 2001 p.227 ... – PowerPoint PPT presentation

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Title: Branding


1
Branding Market Development in Tourism
  • Tourism Master Programme
  • 5 February 2008

2
Purpose of course - insights
  • Branding tourism destinations products
  • Strategies, cooperation conflicts on supply
    side
  • Effect of branding image formation and
    decision-making on demand side
  • Particular types of branding
  • events
  • food
  • shopping wellness
  • Communicative tools of branding

3
Purpose of course - skills
  • analyse understand pros cons of branding
  • carry out elements of a market analysis (desk
    field research)
  • make informed suggestions to a branding market
    development strategy

4
1. Introduction Central Concepts (05. 02.
08) Lit Langer (2002), Morgan Pritchard (2001)
chp. 8   2. Branding of Tourism Destinations
Individual Tourism Products (12. 02. 08) Lit.
Kavaratzis Ashworth (2005), Morgan Pritchard
(2001) chpt. 9, Cai Hobson (2004)   3.
Tourists Image Formation Processes (19. 02.
08) Lit. Therkelsen (2003), Durie et al.
(2005)   4. Branding Tourism Destinations through
Events (29. 02. 08, 10.00 12.00) Guest lecture
Bodil Stilling Blichfeldt, SDU Lit Piggott R. et
al. (2004), Brown et al (2004)
5
5. Branding Tourism Destinations through Food
(04. 03. 08) Li Hashimoto Telfer (2006), Boyne
Hall (2004)   6. Umbrella branding Common
Initiatives with Other Sectors (11. 03. 08) Lit.
Therkelsen Halkier (2004)   7. Communicative
Tools of Branding Storytelling Sense Branding
(25. 03. 08) Lit. Gobé (2001), Hayes MacLeod
(2006)   8. Hedonistic Brand Building the Case
of Wellness Shopping (01. 04. 08) Lit. Mueller
Kaufmann (2001), Moscardo (2004)
6
Introduction Central Concepts
  • Why branding in a tourism context?
  • Branding a few definitions
  • Brand S-curve
  • brand loyalitet brand development
  • Destination branding
  • central elements central analyses
  • A complexity of stakeholders

7
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

8
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).

9
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)

10
A brand more than a product
  • Functional side
  • Concrete attractions
  • Service/infra-structure
  • People
  • Emotional side
  • Values feelings
  • Personality traits creating identification

Unique combination of product characteristics
added value
11
Brand S-curve
Brand Heaven
Volume
Fashionable
Famous
Friendly
Time
Weinreich in Morgan Pritchard, 2001 p.227
12
Brand central elements
Identity How do we see ourselves?
Brand
Image Demand How do customers see us what do
they want?
Positioning How different are we from competitors?
Therkelsen 2006
13
Kotler et al. 1999 p. 27
14
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. Also in TRUprogress 3/2006
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