Branding at a snapshot
You are absolutely behind the times if you have never heard of the word brand.
Many consumers choose to purchase branded products like Gucci, Versace, Nike, or Adidas despite their high prices, simply because they value the status and recognition associated with these brands A brand represents more than just a logo; it embodies quality, prestige, and a certain lifestyle that appeals to consumers' aspirations Understanding what a brand truly means helps explain why people are willing to invest in these products, highlighting the importance of brand identity in consumer purchasing decisions.
The term "brand" originally referred to a mark indicating ownership, historically burned onto an animal's hide, as noted in The Concise American Heritage (1983) However, today, the meaning of "brand" has significantly evolved beyond its traditional association with possession, encompassing various concepts in modern marketing and business strategies.
The American Marketing Association defines a brand as "a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors" (Tasci & Kozak, 2006) This emphasizes the essential role of branding in establishing a unique identity in the marketplace and distinguishing products or services from competitors, which is vital for effective brand positioning and recognition.
A brand is more than just a name, logo, or symbol; it embodies a comprehensive set of physical, social, and psychological attributes and beliefs associated with a product According to Kotler and Gertner (2002), brands do not merely differentiate products—they also "represent a promise of value," evoke emotions, and influence consumer behavior This holistic view highlights the importance of branding in establishing emotional connections and building trust with consumers.
Experts have emphasized the multifaceted nature of branding, highlighting its role in adding value and fostering customer relationships In 1998, De Chernatony & DaH'Olmo Riley identified 12 perspectives on the definition of a brand, ultimately defining it as a multidimensional construct where managers enhance products or services with meaningful values that consumers recognize and appreciate From a consumer perspective, branding offers easy product identification, guarantees of quality or performance, and psychological rewards linked to desirable lifestyles Organizationally, branding increases product value, cultivates customer loyalty, and effectively positions the product in the marketplace Overall, branding is a holistic strategy focused on product positioning, customer engagement, and operational excellence based on shared values.
The essence o f brand building
Building a successful brand begins with understanding its core definition: a brand is a product or service made distinctive through its unique positioning relative to competitors and its personality, which combines functional attributes and symbolic values (Hankinson & Cowking, 1993) Branding involves deliberately selecting and associating these attributes to add value to the basic product or service (Knox & Bickerton, 2003) However, as Kavaratzis & Ashworth (2005) suggested, the boundaries of a brand lie between the company's activities and consumer perceptions, with the brand serving as the interface that bridges these two elements.
The 7 boundaries of the brand construct encompass the essential features and beneficial attributes that brand owners embed to define their brand identity Marketers often emphasize symbolic, experiential, and emotional values to strengthen brand recognition and emotional connection However, successful branding extends beyond these elements, as it fundamentally aims to establish a two-way relationship with consumers Consumer input, including perceived quality and values, is equally vital in shaping and sustaining a strong, authentic brand.
From the consumer's perspective, the core of a brand lies in its brand image, which encompasses perceptions of quality, values, brand associations, and emotional connections The relationship between brand identity and brand image is essential for understanding how consumers perceive and relate to a brand According to Kavaratzis and Ashworth, this relationship is fundamental in shaping brand reputation and loyalty Optimizing brand image through strategic branding efforts can enhance customer trust and brand recognition, ultimately driving business success.
Brand building is fundamentally about differentiating yourself so that you are perceived uniquely in your customers’ and prospects’ minds Key concepts such as brand equity, charisma, relationships, affinity, attitude, culture, identity, positioning, and image guide this process, emphasizing that a successful brand is shaped by perception, not just messaging As Yastrow emphasizes, "your brand is not what you say you are your brand is what customers think you are," highlighting the importance of understanding and managing customer perception Ultimately, the core rule of brand building is simple: stand out, and ensure your target audience perceives you positively and distinctly.
Branding- the dark side
While branding is often viewed positively, critics argue that it can facilitate manipulation and exploitation, as Naomi Klein (No Logo) contends that powerful organizations restrict competition, charge higher prices, and hide production practices However, a balanced analysis of branding’s advantages and disadvantages indicates that the concept itself is not inherently problematic; rather, the ethical use of branding depends on the intentions and actions of managers and employees within organizations.
Despite significant criticism, branding remains a powerful tool that continues to spread globally The tourism industry has increasingly adopted destination branding strategies, making it a key element in attracting visitors As a result, destination and place branding have become well-known concepts essential for enhancing a location’s identity and appeal worldwide.
(Destination branding and place branding can be slightly different Nonetheless, they are herein intended to mean the same thing- the branding of cities, regions and countries as tourist destinations).
Place branding gained prominence in the late 1990s, with Tasci & Kozak (2006) highlighting its emergence as a key area of research In 1997, destination brand management was a focal point at the American Marketing Science conference in Miami, where experts discussed strategies for promoting travel destinations The following year, the Travel and Tourism Research Association's 29th annual conference featured "Branding the Travel Market" as its theme, showcasing successful case studies of destination branding across various US states.
US cities, and even some other countries were disseminated Afterwards, some high-ranking journals in tourism marketing like Journal o f Vacation Marketing and
ECLIPSE dedicated special issues to discuss place branding and its related topics
One of the foundational texts on destination branding is *Destination Branding: Creating the Unique Destination Position* by Morgan, Pritchard, and Pride, published in 2002 This book significantly contributed to understanding how destinations can establish a distinctive identity in the competitive tourism market Additionally, tourism textbooks such as *Managing the Tourist Destination* by Howie have incorporated destination branding concepts, reflecting its importance in effective destination management and marketing strategies.
2003), The Competitive Destination- A Sustainable Tourism Perspective (Ritchie
Place branding is a critical concept in tourism marketing, highlighted by key scholarly works such as Crouch (2003), Pike (2004), and Vanhove (2005), which explore destination marketing organizations, the economics of tourism destinations, and niche tourism trends Recent publications, like Bonita Kolb's "Tourism Marketing for Cities and Towns" (2023), emphasize the importance of using branding and events to attract Tourists Numerous researchers and organizations are actively studying place branding from various perspectives, reflecting its significance in enhancing destination appeal and competitiveness.
Kavaratzis and Ashworth (2005) define place branding as the application of product branding principles to geographical locations, highlighting the close similarity between destination branding and product branding This perspective suggests that the core rationale and underlying principles of destination brands are fundamentally aligned with those of product brands Many researchers agree with this view, supporting it with various concepts and ideas that emphasize the parallels between branding places and products.
A destination must establish a distinct identity to stand out among numerous locations Fundeso, the Sustainable Development Foundation, defines a place or destination brand as a strategic effort to promote and attract tourism by communicating a location’s unique identity to visitors, investors, and audiences Effective place branding serves as a key differentiator, helping a destination distinguish itself from others Overall, place branding is a comprehensive process aimed at developing a unique and compelling identity and personality for a tourism destination.
Being utterly customer-oriented, Total Destination Management postulated that
"a destination brand or place brand is the sum total of all of the customer's perceptions and encounters with it."
According to Ritchie & Crouch in their book "The Competitive Destination," a destination brand is a name, symbol, logo, trademark, or graphic that both identifies and differentiates a location It conveys the promise of a memorable travel experience unique to the destination, helping to reinforce positive memories after the visit This comprehensive definition highlights the essential functions of a destination brand in establishing a strong identity and memorable visitor experience, which are vital for sustainable tourism development.
What is Place Branding?
While some critics argue that places are too complex to be treated like products, claiming that "places are not products, governments are not producers, and users are not consumers," this perspective is ultimately unconvincing In fact, place branding can be effectively understood as the use of place names and attributes as symbols and associations for products, making them brandable even if they are not traditional consumer products (Kotler et al., 1993) This clarification challenges the validity of the opposition, framing it not as a denial of place branding but as an obstacle to its implementation, which will be explored further in subsequent sections.
Benefits o f place branding
Effective destination branding is essential for establishing a strong market presence, with the primary benefit being clear positioning that defines what the place stands for and how it differs from others (Total Destination Management) Researchers emphasize that a destination brand "identifies and differentiates the destination," highlighting the importance of a unique identity in attracting visitors and standing out in a competitive market Simply put, a well-developed destination brand helps a location reaffirm its personality, demonstrating to the world why it is distinct and worth exploring.
Tourists mentally categorize travel destinations into four groups: "consideration," "inert," "inept," and "unawareness" (Woodside & Lysonski, 1989; Tasci & Kozak, 2006) The "consideration" set includes destinations that tourists are aware of and may likely visit, making it the primary focus for destination marketers The "inert" set comprises destinations tourists know but do not intend to visit in the short term, while the "inept" set contains destinations they are aware of but have no plans to visit in a specific period The "unawareness" set represents destinations tourists are entirely unaware of Understanding these categories helps destinations target their marketing efforts effectively to position themselves within the "consideration" set and attract potential visitors.
Tourists today face confusion despite higher living standards and easier international travel, driven by an abundance of information from the Internet Many travelers are overwhelmed by the "over-choice" of destinations, each promising appealing experiences, making the decision of "where to go" a significant challenge For example, those seeking sun, sea, and sand have numerous options worldwide, from Asia Pacific islands to the Caribbean and Mediterranean coasts However, with so many enticing destinations offering "blue seas, golden beaches, and welcoming people," travelers often struggle to identify the key differences and choose the most suitable destination.
According to Fundeso (2004), the key factor influencing potential tourists to choose one destination over another is their emotional connection to it They emphasized the importance of establishing a strong relationship with visitors through memorable bonds and emotional links Building a destination brand that resonates emotionally with tourists is essential for attracting and retaining visitors, highlighting the significance of emotional appeal in tourism marketing strategies.
In this manner, winning brands clearly distinguish themselves from others and simplify decision making for tourists.
The tourism market is now more competitive than ever, with destinations like New Zealand vying against approximately 90 other locations for just 30% of the global tourism market (Fundeso 2004) Even renowned cities such as Paris and Vancouver face intense competition: Paris competes with Rome as a historic destination, while Vancouver competes with cities like Oslo as a livable, attractive city.
According to Ritchie and Crouch (2003), emphasizing environmental quality is crucial for destinations seeking to stand out in a competitive market In an environment where destinations of all sizes compete fiercely for attention, trust, and loyalty, differentiation is essential Without daring to be different, a destination risks becoming a blurred spot in customers' minds, leading to decreased recognition and appeal.
In post-modern consumer culture, product brands play a crucial role in shaping consumer identity (Elliot & Wattanasuan, 1998) The World Tourism Organization emphasizes that holiday destinations are becoming akin to fashion accessories, with travelers selecting unique places to define their personal identity and stand out in an increasingly homogeneous world Consequently, destinations must establish a distinctive brand identity to differentiate themselves, making branding an essential strategy in the tourism industry.
Place branding is a crucial strategy for establishing and strengthening a tourist destination’s market position and competitive edge (Williams et al., 2004) It plays a vital role in attracting visitors and shaping destination perception, ultimately contributing to a destination’s long-term success In the post-modern era, effective place branding can be the difference between thriving and surviving in a highly competitive tourism industry.
Implementing a strong brand strategy provides numerous benefits for a destination, including increased repeat visitors and word-of-mouth referrals It enhances marketing efficiency and effectiveness by reducing costs for both current and new customers, thanks to positive publicity and stronger customer relationships A well-defined brand offers a management framework that ensures consistency across all communications and customer touchpoints, helping to correct outdated or negative perceptions of the destination Additionally, a solid brand can enable premium pricing opportunities, facilitate faster crisis recovery, create barriers for new competitors, and increase the value of local businesses Moreover, it serves as a springboard for launching and exporting non-tourism products such as wine, crafts, and art, thereby boosting the destination’s overall economic potential.
Challenges o f place branding
Inevitably, a place trying to build a brand for itself takes on a number of challenges: i Too many stakeholders
Building a destination brand involves more than just national, regional, or local marketing organizations; it is shaped and influenced by political pressures, local residents, environmental groups, and economic interests, posing significant challenges (Fundeso, 2004) Additionally, a destination is a complex product, requiring careful coordination among various stakeholders to establish a cohesive brand identity that resonates with visitors.
We go back to the argument "Places are just too complicated to be treated like products." Since destination is not a single product but
Creating a unique positive image for a tourist destination involves seamlessly integrating various components such as streets, attractions, hotels, and restaurants, a task that is easier said than done The challenges are compounded by the unique characteristics of service brands, including inseparability of production and consumption, intangibility, perishability, and heterogeneity, which complicate destination management (Charnatony & Riley, 1999) Additionally, the intangible and risky nature of tourist destination products increases the complexity of tourists’ decision-making processes (Cai, 2002, as cited in Tasci & Kozak, 2006).
Effective place branding requires ongoing care, consistency, and long-term commitment, often spanning years, which many politicians and policymakers fail to understand, mistakenly treating it as a short-term goal Common myths such as "we already have a logo," "we created our brand quickly," or "branding is just a marketing department’s task" undermine the development of a strong destination brand These misconceptions hinder the creation of meaningful awareness and a resilient place identity Additionally, insufficient budgets further impede the strategic efforts needed for successful place branding, emphasizing that building a compelling destination brand demands sustained investment and understanding beyond superficial measures.
Many tourism organizations at the national, regional, and local levels often feel they cannot afford to invest in place branding, despite its potential long-term benefits Place branding requires significant time, effort, and financial resources, and its results are not immediately visible, leading to hesitation and delay in taking action Understanding the global tourist market structure is essential for developing effective branding strategies that can attract and retain visitors.
Number of Tourists Number o f Countries
70% o f tourists worldwide visit generally only 5% o f all the countries worldwide
The global tourist market consists of approximately 800 million travelers, with 70% visiting just ten major countries, representing only 5% of all nations worldwide This concentration highlights the dominance of powerful destination brands like France, Spain, the USA, China, Italy, and the UK, making it highly competitive for emerging tourist destinations striving for recognition Consequently, new entrants face significant challenges in establishing their presence amid well-established global tourism giants.
Effective place branding is essential for overcoming challenges and enhancing a destination’s appeal According to Buhalis (2000), principles for successful destination branding include developing a clear and consistent brand identity, understanding the target market, and leveraging unique local assets These principles, as outlined in Tasci and Kozak (2006), are further refined by Placebrands and Total Destination Management, emphasizing the importance of strategic planning, stakeholder collaboration, and authentic storytelling to build a strong, memorable destination brand that attracts visitors and fosters sustainable growth.
Principles o f place branding
Effective destination branding is rooted in collaboration rather than competition among stakeholders, uniting government, private sector, and NGOs through a shared purpose to create a cohesive and powerful brand identity It emphasizes aligning the brand with the destination’s core values, including respecting physical and cultural capacities, to authentically communicate its true, contemporary essence A successful place brand is strategically targeted at a clearly defined audience, portraying a credible and sustainable vision for the future It supports the destination’s overall development goals, serving societal, political, and economic objectives Creativity and innovation are essential in developing a unique approach to place branding, which requires time, effort, patience, and wisdom When executed effectively, the long-term benefits—both tangible and intangible—far outweigh the initial costs, ensuring sustainable growth and strong global connections.
Several tourist destinations have made bold efforts to incorporate branding strategies to enhance their appeal, with varying degrees of success While some destinations have prospered through effective branding, others have faced challenges in execution This article highlights and analyzes the most successful examples of destination branding, demonstrating how strategic branding can significantly boost tourism growth and recognition.
In 1984, the Australian Tourist Commission Marketing team pioneered place branding even before the term was widely recognized, aiming to reshape Australia's international image At that time, Americans viewed Australia as a distant destination with exotic wildlife, often imagining kangaroos delivering the mail, and considered trips there as once-in-a-lifetime experiences typically combined with visits to New Zealand, Fiji, or Tahiti The country's tourism image was mostly limited to iconic sights like the Sydney Opera House, the Outback, and the Great Barrier Reef, which were not enough to showcase Australia's full potential Recognizing untapped opportunities, Australia leveraged its popular music stars such as Air Supply, Men at Work, Olivia Newton-John, and AC/DC, along with successes like the America's Cup victory in 1983 and the influence of the mini-series "The Thorn Birds," to craft a historic breakthrough in tourism marketing The overall objective was to elevate Australia's global image and attract a broader range of travelers beyond the traditional stereotypes.
American long-haul travelers' shopping list highlights the key interests and priorities that shape their travel decisions Efforts to present Australia as an attractive and compelling destination aim to position it as a stand-alone destination rather than just part of a South Pacific itinerary Twenty-two years ago, Australians branded their country by emphasizing its unique attractions, culture, and experiences, which contributed to building an influential and recognizable national brand The ingredients of this influential branding included showcasing Australia's natural landscapes, vibrant cities, diverse wildlife, and distinctive cultural heritage to attract international visitors.
T he B randing of S elected D estinations
POSITIONING- civilized adventures in the friendliest place in the world.
BRAND PERSONALITY- friendly, fresh, different, fun-loving, adventurous.
Brand language goes beyond clever taglines like "Come and Say G'Day"; it encompasses the distinctive Australian accent that stands out in broadcast media, instantly conveying Australian identity The phrase "G'Day," short for "Good Day," is pronounced quickly as /gir dei/, further reinforcing the authentic Aussie tone This unique linguistic branding creates a memorable and genuine connection with audiences, making the message inherently Australian.
VISUAL IDENTITY- vivid, natural colors; Americans "being" one of the locals; dramatic natural landscapes and fun-loving cities; exotic wildlife.
The "Come and Say G'Day" campaign successfully went beyond Australia's natural attractions like beaches, wildlife, the outback, and the Great Barrier Reef to emotionally connect with Americans and invite them to experience the relaxed Australian lifestyle An integrated marketing strategy—comprising television and radio advertising, research, data management, publishing, public relations, direct mail, and exhibition design—effectively promoted Australia under the "Come and Say G'Day" umbrella, elevating it from number 78 to number 7 on Americans' list of most-desired vacation destinations, eventually reaching the top two rankings for two decades The campaign demonstrated how applying branding principles to tourist destinations can achieve major success; despite the last ad airing fifteen years ago and resources shifting to other markets like the UK, Europe, Japan, and Southeast Asia, Australia remains top-of-mind for many Americans Today, "Come and Say G'Day" stands as an inspiring example of a classic tourism marketing campaign where branding played a pivotal role in its enduring success.
And here is the currently used
"Brand Australia." With the logo that uses the most recognizable symbol of the country- yellow kangaroo
(warm, nights, life, energy, sun youth, friendly) against red sun
Australia is celebrated for its diverse landscapes, from vast deserts and the outback to lush rainforests and green environments, complemented by its stunning blue sea, sky, and endless horizons Highlighting the nation's free-spirited, optimistic, fun, and liberating personality, Australia’s unique natural environment enhances its global appeal According to the UNWTO (2006), Australia’s exceptional nature, combined with its lively character, makes it one of the most desirable travel destinations worldwide The Australian brand has been recognized as surpassing countries like the United States and Italy, ranking first on the second annual Country Brand Index, emphasizing its strong international reputation.
In 2006, Australia demonstrated the importance of a cohesive and focused branding strategy, leveraging the entire country to promote itself effectively Experts praised Australia for doing an impressive job of national self-promotion, emphasizing that the country understands how to utilize its collective resources rather than just isolated regions This approach highlights valuable lessons for other nations on being distinctive and unified in their branding efforts.
ILIIkW O W I S I L V / "uniquely Sin9apore" is not " * first effort of Singapore Tourism
The Singapore Tourism Board (STB) is rebranding its destination for the second time, following the successful seven-year run of the "New Asia" Singapore brand The new branding update reflects Singapore’s contemporary image, showcasing the city’s unique blend of modern innovation and rich cultural heritage It emphasizes Singapore’s diverse offerings that can enrich visitors, while leveraging the country's reputation for efficiency and quality This rebranding aims to highlight Singapore’s key selling propositions today and enhance its global competitiveness.
The rebranding of Singapore was a comprehensive process involving STB, over 400 stakeholders from key markets, local partners, and residents The new campaign, "Uniquely Singapore," emphasizes the city's unique identity beyond its tangible attractions It proudly invites visitors to create memorable experiences and take souvenirs home, while also reminding Singaporeans of the simple yet distinctive elements of their daily lives that can enrich visitor experiences This approach encourages locals to become natural ambassadors, sharing their city's charm with friends and relatives.
The new brand successfully sets Singapore apart by being compelling, differentiating, and bold, enhancing its position as a unique travel destination It is credible, grounded in Singapore’s tangible intrinsic features, which reinforce its authenticity and appeal The brand inspires STB, industry partners, and Singaporeans alike, fostering a unified and powerful national message Additionally, Singapore’s approach to place branding offers valuable insights into creating a cohesive and impactful identity that resonates both locally and globally.
Destinations worldwide have actively worked to establish a strong presence in tourists' minds through compelling branding and slogans Iconic campaigns such as "100% Pure New Zealand," "Amazing Thailand," "Malaysia Truly Asia," "Hong Kong — Live it! Love it!," "Incredible India," and "I Love NY" exemplify the strategic efforts to create memorable identities Behind these powerful logos and slogans are deliberate attempts by destinations to build their brands and secure unique positions in the competitive tourism market.
T owards B randing H anoi
Considering whether to build a brand for Hanoi, our beloved capital city, requires reflection on its genuine identity rather than simply following trends It is essential to ensure that any branding efforts authentically represent Hanoi’s unique culture and heritage Analyzing Hanoi’s current awareness and image, along with the challenges faced by its tourism industry, provides valuable insights into the most effective branding strategy Ultimately, a well-crafted brand can enhance Hanoi’s global profile and address existing tourism issues, but only if it aligns with the city’s true character.
Hanoi’s beauty is deeply appreciated by its residents and Vietnamese people, highlighting the strong connection between the city and its inhabitants However, this local admiration does not always translate internationally, reminding us that the world’s interest often depends on the perspectives of those who live there Recognizing that "the world is not as interested in a place as the people who live there are," is crucial for understanding Hanoi's true appeal.
The graphs illustrate the recognition and recall levels of Asia Pacific destinations among tourists and travel agents from Australia, Japan, the US, the UK, Germany, Sweden, Singapore, and India—markets targeted by Hanoi, with India being an exception While these findings are specific to these markets and not globally generalizable, they offer valuable insights into the awareness of Vietnam and Hanoi as travel destinations Notably, Hanoi accounts for approximately 30% of tourist arrivals to Vietnam, highlighting its significance within the country's tourism landscape (For detailed data on Hanoi and Vietnam arrivals over the years, please refer to Appendix 2.)
/VP Destination Awareness: Uhaided Re cal Focus Group Sample (n0)
Awareness of Asia-Pacific Trawl Destinations
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