Feb 2, 2011

Destination Branding

It is a complex kind of branding as it has in its components products, services, and corporate brand activities; also act as an umbrella brand that actually extends to multiplicity of products but unlike it may not relate to diverse consumers groups. It is largely defined through its logos and slogans. Consumers decisions matters a lot in it as they collects information prior to consumption or purchase and then their ability to sort out that information to make a useful decision. As far as destination branding is concerned in making a worthwhile decision the main players are word-of-mouth, mass media, travel agents, and lastly personal experiences. Creating the Unique Destination Proposition
In destination branding there must exists a fit between the corporate image of brand and the image of the destination country. Consumers must trust on country laws, regulations, products, and sub categories like hospitality & infrastructure. One good example in destination branding is "Taj Mahal". A destination brand must possess several associations to the consumers’ minds. “Taj Mahal” has a variety of such association a symbol of romance, a historic dignity, and now-a-days a place to political alliances. Consumer loyalty to destination increases the positive image as public visits on and off such places and enhances its brand image. 
Destination branding has particularly three components such as Functional, Symbolic, and Experiential components. Functional comes under intangible, Symbolic comes under tangible, and experiential go to the route of personality and emotions. Moreover, brand image cannot be static. Brands with energy have the ability to adapt to customers changing trends and needs to do better than more static brands. Individual’s personal experiences and perceptions particularly determinant in the brand image built up as far as destination branding is concerned. Hence consumers’ motive is normally is to choose brands on the basis of its image in the society hence social brand linkages play vital role in destination brand tactics.
In destination branding symbolic properties of brands matters more than its functional properties according to consumers and crucial to have a greater and sustainable competitive advantage. To promote destination brands companies usually go for experiential marketing campaigns. Value added services also enhance a destination brand and generate a positive word-of-mouth. Furthermore, like functional and symbolic capabilities, heritage and values, and Psycho-social match counts for destination branding. It is a kind of branding that can be controlled through target consumers’ personality profile and unique traits.

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