Handbook on tourism destinations branding:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Madrid
2009
|
| Edition: | 1. print. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. [163]-165) |
| Physical Description: | XXX, 165 S. Ill., graph. Darst. 30 cm |
| ISBN: | 9789284413119 9789299005064 |
Staff View
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| 245 | 1 | 0 | |a Handbook on tourism destinations branding |c [publ. by the World Tourism Organization ...]. With an introd. by Simon Anholt |
| 246 | 1 | 3 | |a Handbook on tourism destination branding |
| 250 | |a 1. print. | ||
| 264 | 1 | |a Madrid |c 2009 | |
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| 650 | 4 | |a Advertising |x Tourism | |
| 650 | 4 | |a Geographical perception | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Perception | |
| 650 | 4 | |a Place marketing | |
| 650 | 4 | |a Tourism | |
| 650 | 4 | |a Tourists | |
| 650 | 4 | |a Travel | |
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Record in the Search Index
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| adam_text | Titel: Handbook on tourism destinations branding
Autor: Anholt, Simon
Jahr: 2009
Table of Contents
Acknowledgements.......................................................................................................... vii
Introductory Essay............................................................................................................ ix
Why National Image Matters - By Simon Anholt
Executive Summary.......................................................................................................... xvii
Introduction....................................................................................................................... xxiii
1 Branding Explained........................................................................................................... 1
1.1 The Global Context..................................................................................................... 1
1.1.1 Global Tourism Trends..................................................................................... 1
1.1.2 Travel Motivation............................................................................................. 2
1.1.3 Technological Change.................................................................................... 3
1.1.4 Competitive Environment................................................................................ 4
1.2 Role: What a Brand Is and What It Is Not.................................................................... 6
1.2.1 Different Brand Types...................................................................................... 13
1.2.2 Consumer Product Brands...........,.................• .............................................. 13
1.2.3 Service Brands................................................................................................ 14
1.2.4 Destination Brands.......................................................................................... 14
1.2.5 Place Brands.................................................................................................. 15
1.2.6 Thematic Brands............................................................................................. 18
1.2.7 Geographic versus Thematic Branding............................................................ 19
1.2.8 Events: Reinforcing the Brand......................................................................... 20
1.3 The Future................................................................................................................... 22
1.3.1 Travel Motivation: The Experience Economy.................................................... 22
1.3.2 Commodities versus Brands........................................................................... 24
1.3.3 From Destination to Place ........................................................................... 24
1.3.4 Branding in the Digital Age.............................................................................. 29
2 Practical Guide to Branding Strategy.............................................................................. 33
2.1 Introduction................................................................................................................. 33
2.2 Defining Branding Objectives....................................................................................... 33
2.3 Brand Positioning........................................................................................................ 34
2.4 The Branding Process................................................................................................... 34
2.4.1 Overview and Key Steps................................................................................. 34
2.4.2 Destination Audit.......................................-..................................................... 35
2.4.3 Segmentation Analysis.................................................................................... 36
Handbook on Tourism Destinations Branding
2.4.4 SWOT Analysis.........................................................¦..................................... 37
2.4.5 Stakeholder Engagement................................................................................ 37
2.4.6 Consumer Perception Research......................................................................
..4,7 Competitor Analysis........................................................................................
2.4.8 Brand-building Models - Overview................................................................. 44
2.4.9 Brand-building Models - The Brand Pyramid.................................................. 44
2.4.10 Brand-building Models - Brand Assets Template............................................ 48
2.4.11 Brand-building Models-The Brand Wheel..................................................... 49
2.4.12 Brand-building Models - Brand Wheel versus Brand Pyramid and
Brand Assets Template: Which One to Use?................................................... 52
2.4.13 Integrating the Brand into Marketing Activities................................................. 53
2.4.14 Global versus Local Marketing Campaigns...................................................... 55
2.4.15 Global Brand versus Target Segments............................................................ 56
2.5 The Challenges........................................................................................................... 56
2.5.1 Understanding Visitors and Non-visitors.......................................................... 57
2.5.2 Achieving Stakeholder Buy-in.......................................................................... 57
2.5.3 Brand Architecture: The Relationship with Sub-national and
Supra-national Brands ..................................................................¦......¦......... 60
2.5.4 Stretching the Brand through Partnership....................................................... 68
2.5.5 User-generated Content and Social Networking: Threat or Opportunity?......... 73
2.5.6 Brand Coherence: Image without Cliche ........................................................ 77
2.5.7 Branding on aBudget.................................................................................... 78
2.5.8 Brand Lifespan................................................................................................ 79
3 Bringing the Brand to Life................................................,............................................... 85
3.1 Introduction................................................................................................................. 85
3.2 Applying the Brand Values - Marketing Communications............................................ 86
3.2.1 Marketing Communications............................................................................. 86
3.2.2 Toolkit/Brand Guidelines.................................................................................. 86
3.2.3 The Logo: Brand Essence or Symbol?............................................................ 89
3.2.4 Slogans and Straplines....................................................................,.............. 92
3.2.5 The Creative Brief............................................................................................ 94
3.3 Living the Brand Values - Behaviour............................................................................ 96
4 Managing the Brand....................................................................................................,..... 99
4.1 introduction................................................................................................................. gg
4.2 Brand Manager/Guardian............................................................................................ 100
4.3 Steering Group..................,...................................................................................... -I00
4.4 internal Marketing: NTO Staff........................,............................ 401
4.5 Internal Marketing: Residents..............................................,................................ 101
4.6 Internal Marketing: Commercial and other Stakeholders..........................,................... 102
4.7 Brand Champions,..................................................,.............. 102
4.8 Brand Advocates.................,............................................ 102
4.9 Brand Seminars.....................................,...............,..............._ 103
4.10 Maintaining Momentum - Keeping the Brand Fresh...........».....,.................,............. 103
Table of Contents
5 Measuring Brand Impact.................................................................................................. 105
5.1 Introduction................................................................................................................. 105
5.2 Brand Tracking Surveys............................................................................................... 106
5.3 Online Panel Surveys................................................................................................... 108
5.4 Omnibus-style Surveys................................................................................................ 108
5.5 International Benchmarking Surveys............................................................................ 109
5.6 Visitor Satisfaction Surveys.......................................................................................... 110
5.7 Monitoring Media Coverage........................................................................................ 110
6 Branding Strategies in Action.......................................................................................... 113
6.1 Introduction................................................................................................................. 113
6.2 Case Studies.............................................................................................................. 114
7 Conclusions and Recommendations.............................................................................. 139
7.1 Introduction................................................................................................................. 139
7.2 At the Beginning: Understanding the Brand and Its Role............................................. 139
7.3 Developing the Brand - Main Steps................................,............................................ 140
7.4 Implementing the Brand ............................................................................................. 142
7.5 Managing and Monitoring the Brand........................................................................... 142
7.6 Critical Success Factors and the Future...................................................................... 143
Annexes
Annex 1 Current NTO Branding Practices (NTO Branding Survey)............................. 145
Annex 2 Glossary of Terms.............................................................................................. 157
Bibliography....................................................................................................................... 163
|
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| dewey-search | 338.4791 |
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| dewey-tens | 330 - Economics |
| discipline | Wirtschaftswissenschaften |
| edition | 1. print. |
| format | Book |
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| indexdate | 2024-07-09T22:09:26Z |
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| isbn | 9789284413119 9789299005064 |
| language | English |
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| physical | XXX, 165 S. Ill., graph. Darst. 30 cm |
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| spelling | Handbook on tourism destinations branding [publ. by the World Tourism Organization ...]. With an introd. by Simon Anholt Handbook on tourism destination branding 1. print. Madrid 2009 XXX, 165 S. Ill., graph. Darst. 30 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [163]-165) Countries Place marketing / Handbooks, manuals, etc Branding (Marketing) / Handbooks, manuals, etc Tourism / Handbooks, manuals, etc Advertising Tourism Geographical perception Marketing Perception Place marketing Tourism Tourists Travel international Image (DE-588)4026574-2 gnd rswk-swf Fremdenverkehrsgebiet (DE-588)4155366-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Profilierung (DE-588)4449017-3 gnd rswk-swf Fremdenverkehrsgebiet (DE-588)4155366-4 s Profilierung (DE-588)4449017-3 s Marketing (DE-588)4037589-4 s DE-604 Image (DE-588)4026574-2 s Markenpolitik (DE-588)4144679-3 s Anholt, Simon Sonstige (DE-588)130354244 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018901046&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Handbook on tourism destinations branding Countries Place marketing / Handbooks, manuals, etc Branding (Marketing) / Handbooks, manuals, etc Tourism / Handbooks, manuals, etc Advertising Tourism Geographical perception Marketing Perception Place marketing Tourism Tourists Travel international Image (DE-588)4026574-2 gnd Fremdenverkehrsgebiet (DE-588)4155366-4 gnd Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd Profilierung (DE-588)4449017-3 gnd |
| subject_GND | (DE-588)4026574-2 (DE-588)4155366-4 (DE-588)4037589-4 (DE-588)4144679-3 (DE-588)4449017-3 |
| title | Handbook on tourism destinations branding |
| title_alt | Handbook on tourism destination branding |
| title_auth | Handbook on tourism destinations branding |
| title_exact_search | Handbook on tourism destinations branding |
| title_full | Handbook on tourism destinations branding [publ. by the World Tourism Organization ...]. With an introd. by Simon Anholt |
| title_fullStr | Handbook on tourism destinations branding [publ. by the World Tourism Organization ...]. With an introd. by Simon Anholt |
| title_full_unstemmed | Handbook on tourism destinations branding [publ. by the World Tourism Organization ...]. With an introd. by Simon Anholt |
| title_short | Handbook on tourism destinations branding |
| title_sort | handbook on tourism destinations branding |
| topic | Countries Place marketing / Handbooks, manuals, etc Branding (Marketing) / Handbooks, manuals, etc Tourism / Handbooks, manuals, etc Advertising Tourism Geographical perception Marketing Perception Place marketing Tourism Tourists Travel international Image (DE-588)4026574-2 gnd Fremdenverkehrsgebiet (DE-588)4155366-4 gnd Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd Profilierung (DE-588)4449017-3 gnd |
| topic_facet | Countries Place marketing / Handbooks, manuals, etc Branding (Marketing) / Handbooks, manuals, etc Tourism / Handbooks, manuals, etc Advertising Tourism Geographical perception Marketing Perception Place marketing Tourism Tourists Travel international Image Fremdenverkehrsgebiet Markenpolitik Profilierung |
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