Analysis Of The Reason Why Destinations Brand Themselves Marketing Essay

Analysis Of The Reason Why Destinations Brand Themselves Marketing set aboutAs travel and tourism is nonp aril of the biggest global industries, the competition e very(prenominal)(prenominal) everywhere the world is enormous (World Travel Tourism Council, 2007). thusly iodin of the just about identify things for a term and moreover a samara task for refinement merchandiseers, mainly due to the already mentivirtuosod global competition, is the bidding of home runing a authoritative close. The marketers sop up to be aw atomic number 18 that there are legion(predicate) other addresss that try to pull the interchangeablely tourists and chew the fators as well. Consequently stigmatisation is essential and very important for a depot to orient what it has to advise with the go for of dustup and computes for instance.A instigator can surrender legion(predicate) contrary fashions. It can for example be a logo, a symbol, a trademark or a name. what is more mark is non a bleak idea, even when, according to Gilmore (2001 as cited in Morgan et al. 2002 57), many people tend to think of it as close to(a)thing new. solely it is not a new phenomenon markinging already exists for eld. Gilmore repugns that many of the differentiates we riding habit today buzz off been in existence for over 100 years (Morgan et al., 2002 57). This statement shows that mark products, which are in the display deterrent example of this essay destinations, has been exist for a very long time and still has a capacious significance every over the world.The aim of this essay is to critic on the wholey quantify the reason why destinations notice themselves. In addition it contains general learning about gulling like explanations, what stigmatization is about and why re shiting in particular cases is prerequisite. The outcome is a conclusion and recommendations for checking destinations in the future. earlier explaining the necessity of smirchi ng it is important to pose a aspect at several(prenominal) definitions of this term due to many different ones existing. Kolb (2006 229) for example defines specking as the use of words and symbol to represent the image of a product and the gets it offers to consumers. what is more he adds that branding is about the promotion of the unmatched benefits that tourists ordain experience during their hear (Kolb, 2006 18). harmonize to The American Marketing connector (as cited in Tasci and Kozak, 2006 300) a brand is be as a name, term, sign, symbol or image, or a combination of these, intended to identify the goods or services of one seller or meeting of sellers and to differentiate them from those of competitors. This definition adds the differentiation from other products and it goes on with Milligan (1995 as cited in Tasci and Kozak, 2006) who expresses the importance of differentiating one brand from others as well. He argues that a brand is what differentiates you and makes you finicky. Besides along with Morgan et al. (2002 11) branding is perhaps the most powerful marketing weapon on hand(predicate) to contemporary destination marketers confronted by increasing product parity, substitutability and competition. except is the branding serve of products the same as for destinations? Or is there a difference amongst branding approach pattern products and destinations? check to Caldwell and Freire (2004 50) many academics (e.g. Cai, 2002 Kotler and Gertner, 2002 Olins 2002) argue that places can be branded in much the same itinerary as consumer goods and services. And also along with Pike (2005 as cited in Balakrishnan 2009 613) destination brands are also similar to product and services. They have both material and intangible components, are mostly service dependent, and can be positioned through the use of slogans. scarcely besides these arguments there are also several(prenominal) academics that see a difference between the branding pr ocess of normal products and destinations. According to Karavatsis and Ashworth (2005 as cited in Hankinson 2009 98) the branding of places as destinations requires more interlacing managerial activities than product brands. furthermore along with Hankinson (2001 as cited in white potato vine et al., 2007) creating brands as defined and discussed in the traditional marketing literature is a more difficult and complex process when considering destinations and locations. These findings of different academics show that some consider the branding process of destinations as more challenging than branding products in general. Therefore the author of this essay thinks that it is necessary to define destination branding separate to the branding process of normal products in general.along with Cai (2002 as cited in Murphy et al., 2007 5) a destination brand is defined as perceptions about a place as reflected by the associations held in tourist memory. Furthermore Morrison and Anderson (2 002 16) describe destination branding as a process employ to develop a whimsical identity and personality that is different from all competitive destinations.According to many academics (e.g. Eby, Molnar and Cai 1999 Gartner 1989 as cited in Hem and Iversen, 2004 85) unlike other tangible products, tourists are not fitted to test drive and try the destinations before making a choice. When deciding to go on holiday you pay for something that you lead not obtain at once. Furthermore Hem and Iversen (2004 85) argue that the decision involves greater essay and extensive information search, and depends on tourists mental construct of what a potential destination has to offer relative to their rents.A very important incertitude when branding destinations is how long the brand can be used? According to Kotler (1997 as cited in Tasci and Kozak, 2006 300) the seller or maker of a brand is entitled to exclusive rights to use the brand without any expiration dates, which distinguishe s it from patents and copyrights. Therefore destination marketers are able to use a brand endlessly. This is a great advantage because when a well-working brand is constituted it can be used as long as the marketers wish to. There are many destinations that do it this way scarce there are also some who change their brand from time to time. This change of the brand has to be do when a brand does not curl up enough people to visit a certain destination.But more significant than having a get a line at what branding is, is to clarify why is it necessary for destinations to brand themselves?It is important that a brand shows real benefits in order to be in effect(p) (Kolb, 2006). These benefits include that the brand is understand easily, memorable, and it has to be designed in a way that it can be used on every form of communication (Kolb, 2006 222). Furthermore Kolb (2006 222) argues that it is very important that the potential tourist understands the brand symbol and substance easily because if they are confused by the words and image communicated, the branding may be noticed but will not describe them. Therefore it is necessary to know the target group before creating a brand because if the consumer does not understand the message of the brand he or she will not be interested in it and furthermore not be attracted by the destination.According to Kolb (2006 229) branding provides a shorthand message that will hope to the full be heard by the potential tourists and visitors over all the other destinations. That means that the brand of one destination bespeaks to be created very well and moreover it has to be more hypnotic than other brands. Besides this Gilmore (2001) argues that branding seeks to convey messages to the substance abuser or potential user of a product or service. These messages need to be simple and consistent, since we are all bombarded with messages from hundreds of products every day (as cited in Morgan et al., 2002 58). Kolb and Gil more both argue that it is important to create brands that are easily mum by the potential tourists or visitors of a destination. The author of this essay fully agrees to both of them because if a brand is not understood by send-off glance or is not attractive enough that the consumer has a deeper look at it to understand what it is about, than all the effort to create the brand was not in reality worth it.When a brand is created it is necessary that the destination marketers use it to communicate it to the potential tourists and visitors. According to Kolb (2006 229) the brand should appear on all forms of communication like earn, flyers, the websites, brochures as well as T-shirts. Besides those facts concerning the design of a brand, it is according to Kolb (2006 221) important that tourism marketers choose an identity that really and genuinely reflects what the city has to offer. The different forms of communication and the well-chosen reflection of the offers show only som e of the challenging billets branding has to deal with in the sundry(a) steps the brand has to pass through during the process of creating it.According to Kolb (2006 229) create a brand takes time, effort, and creativity. Besides these mentioned facts branding is also very pricy due to many different things that have to be considered. hotshot of the depression steps is that the brand needs to be created. When this stage is taken, the next one is to communicate the brand by using it for all the representing articles like letters or brochures. One rather risky tier is that these articles have to be printed before the destination marketers even know if the brand will be understood by the potential tourists or visitors or not. But why is it still so important that destinations brand themselves when there are all these aspects which are at first sight rather negative?Kolb (2006) argues that branding can develop repeat visits due to familiarity with the brand. In the best case bran ding remembers the tourists of all the benefits the destination has to offer and therefore may create brand loyalty (Kolb, 2006 229). The loyalty towards a brand can most easily be achieved through the constant use after the in(predicate) reality of a brand. When the potential tourists or visitors understand the brand and are attracted by it they may visit the destination. If they like it and the well-working brand remains they peradventure visit the destination again which means that brand loyalty is created.One very well working example is the case of New York metropolis with its brand I love NY. The potential creation of loyalty towards a brand leads to the idea of demonstrateing a consanguinity with a brand and therefore with the corresponding destination.This is suggested by Kotler (1997 as cited in Tasci and Kozak, 2006 300) who mentions the evoke of emotions. Furthermore this idea arises as well according to Morgan et al. (2002) who argue that the potential tourists and visitors need to get a relationship with the destinations visited. They reason that it is not a wonder of price but a indecision of emotions what makes the tourists visit or revisit a certain destination. The author of this essay not fully agrees to this statement. The point with the relationship may be true as well as important but nevertheless nowadays, after the financial crisis, the people have less money to spend and therefore the price is an important point when choosing holidays.However, the idea of having a relationship with products is nothing new, it is already suggested by several other academics (e.g. Urdde, 1993 Sheth, Mittal and Newman, 1999 as express in Morgan et al., 2002). Along with Kolb (2006 18) it is necessary that a brand gets into the consumers mind. Without this step it would not even be possible to inning a relationship with a brand. This goes along with Lury (1998 4) who argues that it is our perceptions our beliefs and our feelings about a brand that are most important.However, according to third houseberg (1995) mere emotion is not enough, the key is to develop a strong brand which holds some unique associations for the consumer but emotion has always been an important component of branding (as cited in Morgan et al., 2002 12).According to Weinreich (1999 as say in Morgan et al.,2002 25) in the case of destination branding the destination managers should not think in terms of the traditional brand life cycle, brand managers should be thinking of the S-curve which charts a brands life and development through birth, growth, maturity, decay and death (see Figure 1). The S-curve symbolises a series of stages in the brands relationship with its consumers, revealing useful insights into a brands communication requirements (Weinreich, 1999 as stated in Morgan et al.,2002 26). The first stage in the S-curve diagram, the fashionable stage, shows the stage when the destination is new and exclusive and therefore yet small due to the lose of advertising activities (Weinreich, 1999 as stated in Morgan et al.,2002 26). Within the next and alleged(prenominal) famous phase, a destinations brands consumers are loyal and affluent but at any time the destinations brand values may become impertinent to them hence the on-going need for them to remain fresh and appealing. According to Weinreich (1999 as stated in Morgan et al.,2002 27) the destination needs to remain contemporary but if it fails, it will drift into the familiar zone where everyone knows about the destination, but it hast lost its appeal. The undermentioned stage is the familiar phase wherein it is not easy anymore to attract lucerative market segments. This stage is followed by the fatigued phase in which the question of a potential refreshment needs to be asked.Figure 1 Source Morgan et al., 2002 25According to Gilmore (2001) it is essential that a destination is unique. Furthermore Gilmore argues that this uniqueness has two different sources first, the husbandry of the destination itself, which is normally unique or a unique combination of cultures, and, second, from the combination of other benefits pleasant yet unspoilt, lively city with peaceful countryside, historic monuments and great sustenance (as cited in Morgan et al 2002 60). When a destination does for example not have great cultural aspects to offer, pabulum can be a very important benefit for a destination. Along with Hall (2004 xiii) diet is a significant part of tourism. Furthermore Hall (2004) argues (as cited in Hall et al., 2003) that food has come to be recognized as part of the local culture which tourists consume, as an element of regional tourism promotion . This statement leads to the calamity that a destination may include its traditional food into the brand which is a very effective way of using a benefit if others like for example the countryside are not really effective. According to Mitchell and Hall (2003 as cited in Gyimthy and Mykletun, 2009 260) the growing interest in culinary products and traditions implies that food is also becoming a more important factor in influencing tourists motivations for traveling to a particular destination. Furthermore they argue that it is necessary to market the culinary products to the various consumers. To use traditional products like food is how a destination may rebrand itself successfully if for example other brand did not work very well to attract tourists.But there are also other reasons why destinations may have to rebrand themselves. Additional reasons are disasters, natural as well as manmade ones and political issues. In this case rebranding is very important because the destinations need to regain the visitors trust again. A destination or even a whole country may have certain image problems due to for example a crisis or a war. Therefore it is very important for destination marketers to create a new brand that convinces the potential tourists or visitors of the good s ides the destination has to offer, even when the image is perceived differently.As could be seen to brand a destination is different than to brand any kind of product. As many academics (e.g. Kolb, 2006 Milligan, 1995 Tasci and Kozak, 2006) argue it is necessary to create successful brands for destinations in order to be competitive in the huge existing global market. A successful brand that is understood by the potential tourists or visitors may create loyalty towards a brand. However, before brand loyalty can be created it is essential to adopt a well-working brand that is understood simply. In many cases this is not really easy and it always depends on what a certain destination has to offer to the consumers. If a destination does not have any outstanding offers like for example a unique combination of cultures or a special countryside it is also possible to use for instance the local food to attract potential tourists or visitors and to use it for the brand (Gilmore, 2001).But according to many academics (e.g. Kolb, 2006 Morgan et al. 2002) the most important thing is that a relationship with a certain destination has to be achieved. Otherwise the potential tourists or visitors would not visit or revisit the destination and brand loyalty would not be created at all (Kolb, 2006). To build a relationship towards a brand expects that the message of a brand needs to be understood. Therefore another important point when creating a brand is the message that shall be communicated to the consumers. It should be understood by the potential tourists or visitors, which are a particular(prenominal) target group, to attract them otherwise they will rather not be interested in the destination (Kolb, 2006). But not only the creation of the message itself is a challenging point within the growing process of a brand. Furthermore, the brand has to pass through different stages, which is shown in a diagram called the S-Curve. These various phases in a brands life all have their own challenging points and the destination marketers have to be aware of those already in the developing process of a brand (Weinreich, 1999).Although within the developing process of a brand those challenging steps occur, it is inevitable for destinations to brand themselves. Only through branding the potential tourists or visitors can build a relationship with the destination. And therefore the destination can be attractive as well as competitive. In the future it will be important for destination marketers to stick to their well-working brands if they have already created one or change their brands if it is necessary to rebrand the destination. Otherwise it would not be possible at all to compete against the huge amount of existing offers all over the world. As the most important point is the creation of a relationship it is therefore necessary that the brands created help to build a relationship between the destinations and the potential tourists or visitors. Only through the connection between a destination and the consumers a destination can be competitive and the message will be heard over all the other messages. But without a brand it would not even be possible to attract anybody.