destination branding

1. its a war out there
the war of competition
the war of identity
the war of image
the war of perception
so,
its once lifetime opportunity
be different
be yourself
be a great brand
quote’s by:
Fredy Utama
June 2008
win the competition

2. refreshing
moment
0811 1881 275
fredyutama

3. destination
branding

4. all images used in this presentation reserved by
www.flickr.com, www.adsfortheworld.com,
www.apple.com, www.brandchannel.com, etc
all images used in this presentation served as an
illustration only, with the respect for the image
ownership and the person
it’s for internal use only

5. ready?

6. What is
brand?

9. logo toyota

10. a brand is
more than just a logo

16. a brand is
more than just a name

19. a brand isjust a product
more than

33. a brand is just a slogan
more than

34. what exactly
So
is a brand?

35. “
A product is something made in a
factory; a brand is something that is
bought by the customer. A product can
“
be copied by a competitor; a brand is
unique. A product can be quickly
outdated; a successful brand is timeless.
Stephen King

36. “
“A brand is more than a name or a logo
– it is a promise and a contract with
every customer with whom you are
dealing. And if people feel that the
offering does not live up to what they
“
expect from the brand, they will decide
to stop buying”
Richard Branson

37. “ A brand is more than simply a name,
trademark, a design, a slogan or an easily
remembered picture. A brand built by
“
experiencing their value and their
promises in customer minds.
Me

38. in other words

39. its not what you say it is

40. its what they say it is

41. why
brand
?

42. © The Brand Union 2008

43. A brand
differentiates
© The Brand Union 2008
from similar
offerings

45. a brand
escape pressure to
compete on price

48. a strong
brand
ensures
quality/
trust

49. brand
element

50. Physical
Name, Logo, Typo, Color,
Slogan, Sound/Music
Emotional
Attitude, Personality,
Value Proposition, Story

51. brand
element
#1. Name

52. can one of
you help me
for this topic

53. is it name
important
?

54. brand
element
#1. Logo, Typo, Color, Slogan

59. now,
the VERTICAL
expansion
of a brand

60. … an
individual
as a brand

65. …a
country
as a brand

69. …a
place/city
as a brand

70. paris is romance

71. milan is style

72. new york is energy

73. washington is power

74. tokyo is modernity

75. barcelona is culture

76. rio is fun

77. …a
destination
as a brand

83. now, we’re talking about
destination
branding

84. why
destination
branding

85. Where Are We ?

86. similar view
similar beach

87. Where Are We ?
Cebu
Phuket Malaysia

88. Where Are We ?
Bali Cebu
Phuket Malaysia

89. In today’s globalized, every place
has to compete with every other
place for its share of the world’s
consumers, tourists, businesses,
investment, capital, respect and
attention.

90. e Brand Union
karta
Do we own Bali ?
Do we own Bali ?

92. Many place suffer from an
image which is out-of-date,
unfair, unbalanced

93. understanding
the terminology

94. ?
Destination
branding
Nation
branding
Place
branding

95. Nation branding is a field of
theory and practice which
aims to measure, build and
manage reputation of
countries [Anholt, 2003]

96. City Branding
It is the city’s reputation or image or
impression or perception among
those people that cares about it, such
as citizens, potential investors and
visitors

97. Destination Branding
Destination branding is
“selecting a consistent
brand element mix to
identify and distinguish a
destination through
positive image building”
in terms of its leisure and
tourism

98. common
destination branding
misconception

99. destination branding
is simply a
destination
communications strategy

100. malaysia truly asia commercial ads

101. visit indonesia commercial ads

102. destination branding
is simply a
destination tagline,
destination visual identity
or even a destination logo

104. much,
much,
branding is much,
destination
much
more

105. ads,
tagline,
t h a n visual
identity,
logo

106. It is a strategic process for
developing a long-term vision
for a place that is relevant and
compelling to key audiences.

107. it influences and
shapes positive
perceptions of a
place/destination

108. It is anchored in a community’s
societal, political or economic
objectives by focusing on its relevant
differences, identifying the core
promise that it makes to key audiences, and
developing and consistently
communicating the core, positive
attributes of the place

109. “
Taglines are fragile, limited or too
broad. They do not represent who
you really are. A brand is the DNA
of a place, what it is made of, what
it passes from generation to
generation. It is authentic and
“
indicates what makes a place
different from others
Paul O’Connor

110. what should we do
if it happens

120. is it what we called
unforgettable image

121. the perceptions will be
build by experiencing
the brand
either it is good or bad experience

122. destination branding
the differences

123. “
There’s a big difference between branding a
region and a company or a product.
Product brands only have to please one
audience, consumers. You don’t have to ask
the beans in the can how they feel about
the label. Corporate brands have more
audiences to please, such as owners,
managers, workers and customers.
Branding a geographically entity is still
more complex, especially when it involves
national characteristics and loyalties. Brands
that involve whole populations need
popular permission.
Wally Olins

124. stakeholders
employee manage-
ment
tourists

125. multi dimensional factors
Natural
Infrastructures Resources Cities History Education Etiquette
Culture Nature Geography People Culture Character
Place
Brands
Social
Infrastructures Resources Economy Politics Culture
System
Political Laws/
Culture Education Industries Economy Structure Regulations

126. It should not be the
task of a single
department. It is a
task of complex
stakeholders that
have multiple
perspectives and
interest

127. There are some reasons
why
Destination Branding
is very important

128. a strong destination brand can
shift the perception of a city
that may be suffering from a
poor image among external
and internal constituents

129. a strong destination brand can create
a common vision for the future of the
community and its potential

130. a strong destination brand
can provide a consistent
representation of the place.

131. a strong destination brand can
enhance its local, regional and
global awareness and position

132. The Big
Questions

133. Do you want Bali
Safari Marine Park
becoming a
desirable place for
visitor destination

134. Do you want Bali Safari Marine Park
becoming a desirable place to work

135. if yes......

136. what is your vision for BSMP?

137. What does your BSMP stand for
today – both its strengths and
weaknesses?

138. What can and should the BSMP
stand for in the future, and how
do we articulate that?

139. What will make the BSMP unique,
valued and attractive to
employee, businesses and tourist
audiences?

140. How will we make this new
positioning a reality?

141. What role do you have in
bringing the BSMP brand to life?

142. the most important things
What does your BSMP brand
strategy to solve it?

143. How will we measure success of
the brand strategy?

144. a lot of questions to answer
a lot of things to do
a lot of paper work to finished

145. to make
Bali Safari
Marine Park
a place for visitor destination
a place to work

146. so
what can you do
to make it happen

147. this is
Eight Simple Step
Process to Develop a
Destination Brand

148. Define Clear 1
Objectives

149. ?
Is it to attract Is it to drive
and retain commerce?
employee?
Is it to attract
visitors? or may be to
change current
perceptions?

150. Understand the 2
Target Audience

151. ?
What are their
Who does current perceptions
the audience and attitudes of the
consist of? BSMP?
What do they
need that BSMP Can BSMP meet
can provide? that need?
If so, how?

152. Identify Current 3
Brand Image

153. ?
What Has the image of
associations the BSMP changed
are linked to over time?
the BSMP?
What visual
What is the imagery does the
current BSMP evoke?
personality of
the BSMP?

154. Set the Aspirational 4
Brand Identity

155. What associations
?
do you want people
What do you to think of when
want the they think of the
BSMP to BSMP?
stand for?
What is the ideal
personality or What type of
persona for the experience
BSMP? would you like to
have there?

156. STOP

157. ?
Before we continue the
presentation ..........
are you familiar with
the terminology
brand image
brand identity
brand positioning

158. Physical
Name, Logo, Typo, Color,
Slogan, Sound/Music
Emotional
Attitude, Personality,
Value Proposition, Story

159. brand
strategist
Customers & Marketing,
Potential customers PR, Product

160. brand
identity
brand
strategist
Strategy
Customers & Marketing,
Potential customers PR, Product

161. brand
identity
brand
strategist
Strategy
brand
positioning
Messaging
Customers & Marketing,
Potential customers PR, Product

162. brand
identity
brand
Results strategist
Strategy
brand brand
image positioning
Messaging
Customers & Marketing,
Potential customers PR, Product

163. brand
Results strategist
Strategy
Messaging
Customers & Marketing,
Potential customers PR, Product

164. Develop the 5
Positioning

165. ?
What does the positioning mean for
that audience and what are the key
messages that should be
communicated to influence their
perceptions?

166. Remember:
Unique position in relation to
competitors, based on
Differentiation of offering
Cost of offering
Specialized focus of offering

167. Execute the 6
Brand Strategy

168. ?
Where is the critical point your
target audience may come into
contact with BSMP?

171. Measure Success 7

172. Monitoring the
!
success of branding
efforts with key
audiences Measuring the
effectiveness of
branding and
marketing activities
over time
Measuring the brand metrics
in conjunction with the
economic and community
development metrics

173. Measures the percentage
Recognition
Measures the percentage
Awareness
Brand of stakeholders who know
Brand
of stakeholders who know
the location name in a what the location
target market. represents and what it
provides.
Measures the percentage
Understanding
of stakeholders who can Measures how well the
Delivery
Brand
location is delivering on the
Brand
identify the brand promise
that the location is brand promise with its
communicating in the stakeholders.
marketplace.
Measures whether the location brand is relevant,
Brand
Value
motivating and valuable to stakeholders.
Measures whether
Uniqueness
Measures the stakeholders believe the
Preference
Brand
Brand
recommendation from location’s brand promise is
existing customer to relevant and distinct when
others. compared to competing
locations.

174. Review & Review 8

175. a few slides left

176. ?
a frequent asking
questions

177. how long
that it takes?

178. Development and execution of
a destination brand can take a
number of months or
maybe years, depending on
the scope of the initiative,
the level of research and
the organizations
involved.

179. Branding is a long-term
undertaking. The results take
time, patience and
commitment. Set realistic
criteria for success, and
make a plan for measuring success
annually.

180. Branding takes time, but it also
takes consistency. Stick to your
strategy for a set period of time
before you change it. Put the energy
toward delivering a consistent
message, look and feel
across all factor and also the
communication media.

181. Execution of the brand strategy
requires resourcefulness.

182. the success
story

183. finally, the conclusion

184. Understand your customer

185. focus

186. create an unique differentiation

187. create an unforgettable story

188. create an unforgettable
experience

189. Increase your competitiveness

190. commit

191. live your brand

192. You never get a second chance
to make a first impression

193. Every destination
has a story.

194. What’s
yours?

195. “
Strong brands never
happen by accident.
“
Prophet, 2002

196. discussion
session

197. Thank You