BY:

GROUP 5

DESTINATION BRANDING
Creating The Unique
Destination Proposition
Destination branding is a process used to develop a
unique identity and personality that is different from
all competitive destinations.

Destination branding is “selecting a consistent

brand element mix to identify and distinguish a
destination through positive image building” (Cai,
2000)
 A destination brand is:
A way to communicate a destination’s unique identity to
visitors
A means of differentiating a destination from its
competitors
A uniform “look” that all destination partners can
consistently use
A symbol, name, term or design, or combination of
these elements
 FASHION
FAMILAR
ABLE

FAMOUS

FATIGUED

PRODUCT

REFRESHMENT

TIME

DESTINATION BRAND FASHION CURVE

 HIGH

POTENTIAL STAR CELEBRITY

EMOTIO
NAL

PULL

LOSER PROBLEM PLACE

LOW

LOW CELEBRITY VALUE HIGH

Positioning is the act of designing the company’s
offering and image to occupy a distinctive place
in the target market’s mind.”
Philip Kotler. Marketing Management: The
Millennium Edition.
 HIGH EMOTIONAL
THE PULL
BAHAMAS INDIA

IRELAND SOUTH
AFRICA
HIGH
CELEBRITY PARIS LOW
SCOTLAND CELEBRITY
VALUE
VALUE

POLAND

UKRAINE
ANTARTICA

AFGANISTAN

LOW EMOTIONAL PULL

Phase 1: Market investigation, analysis and
strategic recommendations
Phase 2: Brand identity development
Phase 3: Brand launch and introduction
communicating the vision
Phase 4: Brand implementation
Phase 5: Monitoring, evaluation and review
Morgan and Pritchard, 2002, pp. 26-30
 What is the essential nature
Level 5 and character of the brand?

Level 4 What does value mean

for the typical repeat visitor?

What psychological
rewards or emotional
Level 3 benefits do people get by
visiting this destination?

Level 2 What benefits to the visitor result from

the destination’s features?

Level 1
What are the tangible, verifiable, objective,
measurable characteristics of the destination?
Brand Personality: In a word he is crazy.
Both warm and welcoming. Sometimes
offending but caring too. He has got
many faces both brighter and dark ones.
One liner:
 A smile on every face.

 Its not describeable,you got to

experience it yourself.
Colour & Symbol: Orange(Basanti) ,
Spinning wheel(Ganesha/ Om)
Key aspects of India: Nature, Culture and Hospitality

Favourite destinations: Goa and Kerala.

Aspect of natural Beauty: Wilderness

Culture & Tradition: Cultural Diversity & Local Cuisine

People & Environmental Experiences: Diverse

geography , variety of experiences.
 Destination branding does not means
only Tourism , rather Tourism is a part of
Destination branding .
GUJRAT
JHARKHAND
JAMSHEDPUR
SURAT
OOTY
MUMBAI
BANGALORE
CHENNAI
HYDERABAD
BRANDING
INDIA
 NATURE
 MUSIC & DANCE
 YOGA
 ARCHITECTURE
 ART
 CINEMA
 CUISINE
 FESTIVELS
 LITRATURE
 DRESSING
• Strengths:
– Geographical Diversity – Desert, Mountains, Forests and Beaches
– Cultural Diversity
– Wealth of archaeological sites and historic monuments
– Manpower costs are low
– World class hotels present
• Weaknesses:
– Lack of adequate infrastructure
– Xenophobic attitude among certain sections
– No proper marketing tools used
• Opportunities:
– Proactive role of govt. in framing proper policies
– Allowing entry of more multinational companies
– Growth of Domestic Tourism
• Threats:
– Economic Conditions of the other countries
– Political turbulence in Kashmir, Gujarat
– Aggressive strategies approached by other countries for tourism
  AGRA
 DELHI
 GOA
 HIMACHAL
 JAIPUR
 JAISLAMER
 KASHMIR
 KERELA
 DARJEELING
 UDAIPUR
 Destinations are not a single product but composite
products consisting of a mix of different components
(the destination mix).
 Destination marketers have little control over the
destination mix they are branding.
 There is a diverse range of organizations and partners
involved in crafting and delivering on the brand.
 Often there is a lack of enough funding for branding
efforts.
 Political influences may be felt.
 SPECIAL THANKS TO
CHANDAN JAIN ( CAMERA MAN )
ALEX & THOMAS
THANK
YOU