Destination

Marketing &
ManagementEA
Subject code:
037141EA
uInstructor: Dr. SUN Yiyang, Sunny
uEmail: [email protected]
uClass period: Thursday 3rd period
uOffice hour: Thursday 4th period
uOffice: B527

uTA:CHAIROONGRUANG
PHATCHARAPORN (Praew)
uEmail: [email protected]
Halloween

u Point-based active index

u Dress-up
u All in-class activities
u 10 most active students will
be selected for reward
u 5 students - Grade upgrade
A à A+
BàA
CàB
DàC
u 5 students - Bonus points

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Flow

Period 3: 12:30 pm – 14:10 pm

• Destination branding
• Brand
• Brand equity
• Branding
• Destination brand positioning

3
Participation
for today’s class

u Moodle – Participation
(1/3)

u Moodle – Participation
(2/3)

u Moodle – Group project

update (3/3)

4
Moodle –
Participation
(1/3)
u Scan the QR code or
use the password
listed below to take
your attendance

u PW: yg5awt

5
Last week’s case study
assignment:

u Regional Tourism Organisations New

Zealand (RTONZ)
u Charlie Ives
u Executive Director, RTONZ

What initiatives could RTONZ take to help

members transition smoothly into
Economic Development Agencies (EDAs)?

6
Case study discussion
question
u What initiatives could RTONZ take to help
members transition smoothly into EDAs?

u Coordination amongst RTOs

u Larger RTOs
u Smaller RTOs
u Vision, Mission, and Values of Economic
Development Agencies (EDAs)
u Auckland - Region’s economic sector
u Opportunities
u Concerns

7
Te Whanaketanga Ōhanga o Rotorua | Rotorua Economic Development
(RED) is the Economic Development Agency and Regional Tourism
Organisation for Rotorua.

RED is committed to developing and promoting Rotorua as a

destination of choice to work, study, visit, invest and live in.

We connect people, land, capital and ideas for the purpose of

improving the Rotorua economy and its ability to create employment,
wealth and wellbeing for all Rotorua people.

Source from https://rtnz.org.nz/rotorua

Destination
Branding

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u Brand
u Brand equity
u Branding
u Destination branding
positioning

Destination Branding
10
What is Brand?

11
What is Brand Equity？

12
 Pick up the correct
statements relating to
Brand and Brand Equity.

13
 Brand or Brand Equity

1. Brand equity is the differential effect that

knowing the brand name has on customer
response to the product and its marketing.
2. Brands are more than just names and
symbols, they are a key element in the
company's relationships with consumers.
3. Brands represent consumers' perceptions
and feelings about a product and its
performance.
4. Brand's ability to capture consumer
preference and loyalty.
5. Everything that the product means to
consumers.

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 Brand

u A brand is distinguishing
name and/or symbol (such
as logo, trademark, or
package design) intended to
identify the goods or
services of either one seller
or a group of sellers, and to
differentiate those goods
from those of competitors.
(Aaker, 1991:7)

15
u Arebrands
just names
and symbols?
Why?

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Brand

Brands are more than just names and

symbols, they are a key element in the
company's relationships with consumers.

Brands represent consumers’ perceptions and

feelings about a product and its
performance.

Everything that the product means to

consumers.
Brand Equity

Brand equity is the differential effect that

knowing the brand name has on customer
response to the product and its marketing.

Brand's ability to capture consumer

preference and loyalty.
Brand Equity

1. The power of
travel
intermediaries

2. Sophisticated
consumers

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The Power of Travel
Intermediaries (I)

u The power of travel intermediaries

is increasing.

u Development and distribution of

their own brand and access to
customers.

u Combined with their control of high

profile retail shelf space and online
shopping.

u A significant barrier for small

product suppliers.

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The Power of Travel
Intermediaries (II)

u Wholesalers and retailers

u Applies to fast-moving consumer

goods in supermarkets;

u Equally applies to the distribution

of tourism services, both
traditional and online.

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 Are you a
sophisticated
consumer? Why?

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Sophisticated consumers

u Today’s consumers are the most

sophisticated ever to be faced by
marketers.

u Having been exposed to unpredicated

levels of social communications.

u Have access to increasing sources of

product information and consumer
advice.

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 Brand Identity

Branding Brand Positioning

Brand Image

24
 Brand
Identity?

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Brand Identity

MISSION/VISION VALUES DESIRED BRAND

IMAGE

26
 Brand
Positioning?

27
Brand Positioning

NAME LOGO

SLOGAN
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NAME

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LOGO

u Symbols can enhance brand

recognition and recall (Aaker,
1996) by serving as a
mnemonic device for the
target (Aaker, 1991).

u Play important roles as

identifiers.

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SLOGAN

u Just Do It u Nike
u Think Different u Apple
u Where's the Beef? u Wendy’s
u Open Happiness u Coca-Cola
u Because You're Worth It u L'Oreal

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SLOGAN
u The addition of a slogan offers an opportunity to add
more meaning to that which could be achieved by the
brand name or symbol (Aaker, 1991).

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 SLOGAN?

Best practice for

destination
promotion?

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SLOGAN

u Best practice in destination promotion has been limited

to a few simple slogans, such as the 1970s development
of the ’I New York’ campaign (Ward and Gold,
1994:4).

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 Brand Positioning

u Marketers need to position their

brands clearly in target customers'
minds.
 Discussion:

Positioning Categories?

5 mins
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Positioning Categories
Leadership
Discovery
Nature
Location
People
Water
Self-expression
Escape
Pleasure
Treasure
Royal
Vibrant
Climate
Culinary

(Pike, 2004) 37
Brand Positioning

Beliefs and Values

Benefits

Attributes

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 Attributes

u At the lowest level they

can position the brand
on product attributes.

u Attributes are the

least desirable level
for brand positioning.

u Competitors can easily

copy attributes.

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Benefits

u A brand can be better

positioned by
associating its name
with a desirable
benefit.

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Beliefs and
Values
u Strongest brands go
beyond attributes or
benefits positioning -
they are positioned
on strong beliefs and
values.

u Successful brands
engage customers
on a deep,
emotional level.

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Destination
Brand
Positioning

u The first destination

positioning study
published in the
tourism literature was
in 1978 (Goodrich,
1978).

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Destination
Brand
Positioning

u Differentness

u Determinant
attributes

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Differentness

u Marketers need to think in terms of differentness

rather simply betterness (Ries and Trout, 1986).

u Is it possible for any destination to stand out from

the crowd using a differentiated positioning?

How?

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Determinant Attributes
IMPORTANT attributes

Cleanliness, elevators, friendly service, 24-hour access, cable TV,

price, location, restaurant, room service, spa, gym, parking, wifi, non-
smoking rooms, mini bar…

SALIENT attributes

Price, location, parking, wifi, non-smoking

rooms…

DETERMINANT attributes

Price, location… 45
 Is there any analysis that can
help the destination to find out
the determinant attributes?

Yes!
46
 Importance-Performance
Analysis (IPA)
High
I
M Quadrant 1 Quadrant 2
P
O
R
T
A
N Quadrant 3 Quadrant 4
C
E

Low
PERFORMANCE
47

Low High
 Importance-Performance Analysis
(IPA)
High
Quadrant 1 Quadrant 2
I
M Concerntrate here Keep up the good work
P
O
R
T Quadrant 3 Quadrant 4
A
N Low priority Possible overkill
C
E

Low
PERFORMANCE
48

Low High
 Market Portfolio Models
Time
Growth
New Expanding

Tired Stable

Decline

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Destination-market matrix
What is Destination Branding?

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Destination Branding

u A set of marketing activities:

u Support the creation of a name, symbol, logo, word mark

or other graphic that readily idenitfies and differentiates a
destination;
u Consistently convey the exception of a memorable travel
experience;
u Serve to consolidate and reinforce the emotional
connection between the visitor and the destination; and
u Reduce consumer search costs and perceived risk.

51
Moodle –
Participation
(2/3)
u Scan the QR code or
use the password
listed below to take
your attendance

u PW: xing5w

52
GROUP PROJECT
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Work on Your Group Project (3/3)!
1. Please select at least one analysis method among the following
listed ones or a model to analyze your selected destination.
u SWOT analysis
u Macro environment
u STEEPLE analysis
u Socio-cultural, Technology, Economic, Ecological, Political, Legal, and Ethical
u VRIO Resource Model
u Scenario Thinking

2. Please select at least one analysis method and work on destination

branding of your selected destination through brand identity and
brand positioning.
u Importance-Performance Analysis (IPA)
u Market Portfolio Models

Submission deadline: Nov 1, 2024 23:59 pm JP STD time

(Group submission) 54
References

u Aaker, J. (1991). Managing Brand Equity. New Work:

Free Press.
u Aaker, J. (1996). Building Strong Brands. New York: Free
Press.
u Goodrich, J. N. (1978). The relationship between
preferences for and perceptions of vacation
destinations: Application of a choice
model. Journal of Travel Research, 17(2), 8-13.
u Pike, S. (Ed.). (2004). Destination Marketing Organisations.
Oxford: Elsevier Science.
u Trout, J., & Ries, A. (1986). Positioning: The battle for
your mind. New York, NY: McGraw-Hill.
u Ward, S. V., & Gold, J. R. ( 1994). The use of publicity
and marketing to sell towns and regions.
Chichester, UK: John Wiley & Sons Ltd.

55
THANK YOU
VERY MUCH

&

SEE YOU
NEXT WEEK
@F201!

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