Travel Reference
In-Depth Information
familiar and fatigued resorts on the Mediterranean coast of Spain). Without appropriate strategic
intervention or investment in its brand, such a destination will slide further into stagnation,
decline and brand decay.
Phase one of a destination brand strategy - discovery research
The fi rst of the fi ve phases in developing or refreshing any destination brand strategy is discovery
research to (re)establish the core values of the destination brand - these should be durable,
relevant, communicable and hold saliency for potential tourists (
Table 30.1
).
This research phase
should consider just how contemporary or relevant the brand is to today's tourism consumer and
in broad terms where it sits in the consideration set of relevant audiences. Hildreth (2012: 156)
argues that 'trying to measure the overall image of a place is typically folly - and comparing the
overall images of a number of places is hopelessly problematic'. As he later comments (2012:
162), if the purpose of developing a brand strategy is to enable a place to become its 'best self ',
how is comparing the images of, say, Canada and Sweden 'on the whole' of any more use than
comparing images of Mohammed Ali and Picasso 'on the whole'? Broadly speaking, discovery
research is designed to: develop a comprehensive understanding of the destination brand; explore
stakeholder perceptions and requirements of any brand developed; assess existing and potential
markets; understand how consumers in those markets interact with marketing communications
(see Morgan and Pritchard 2000, 2004). Common approaches include: focus groups, panel
interviews, in-depth interviews and questionnaires.
Phase two of a destination brand strategy - brand strategy platform
Once this discovery research phase is complete, the next phase is to develop the brand identity.
One of the hardest tasks for a DMO is this translation of the discovery research fi ndings
into a brand strategy platform. Often the sheer weight of information collected can over-
whelm managers but through the application of concepts such as the brand benefi t pyramid
and brand architecture a strong and emotionally appealing brand platform can be crafted.
Once the brand's core values have been established, they should underpin and imbue every
component of the brand identity - from photography, colour, typography and tone of voice
to the brand marque - so that the brand values are cohesively communicated. A brand
design style guide or toolkit, which ensures consistency of message and approach, should
also reinforce the brand values (WTO and ETC 2009). The vision (which must be shared
and owned by the key stakeholders) should be clearly expressed in the brand's core values
which are consistently reinforced through the product and in all marketing communications -
both online and offl ine - every execution in all media contributes to maintaining brand
Table 30.1
The five phases in developing a destination brand strategy
Phase
Strategic Task
Phase one
Discovery research
Phase two
Brand strategy platform
Phase three
Creative development
Phase four
Brand implementation
Phase five
Brand management
