IN TR O D U CTIO N
Branding has evolved beyond a term associated solely with products and services, now extending to tourist destinations While place branding presents challenges, many destinations have successfully implemented brand strategies that yield significant benefits This research highlights the urgent need to establish a brand for Hanoi, initiating the process through three key steps: analyzing Hanoi's identity, examining foreign tourists' perceptions of the city, and proposing a brand development strategy The exploratory study utilized desk research to define Hanoi's identity and gathered tourist insights through face-to-face interviews and travel blog analysis, blending traditional and innovative methods Based on these findings, a proposal for designing Hanoi's brand was developed.
This thesis is organized into three phases, beginning with a literature review that explores existing research on branding and place branding, highlighting the necessity of branding for Hanoi.
LITERATURE R EV IEW
B randing and brand building
You are absolutely behind the times if you have never heard of the word brand
Consumers often choose to purchase clothing from luxury brands like Gucci and Versace or sports footwear from Nike and Adidas, despite the high prices, because they are drawn to branded products But what does it truly mean to buy a brand?
The term "brand" originally referred to a mark of ownership burned onto an animal's hide, as defined by The Concise American Heritage (1983) However, its contemporary meaning has evolved significantly beyond this initial definition, extending far beyond mere indications of possession.
The American Marketing Association defines a brand as a combination of names, terms, signs, symbols, or designs that identify and differentiate a seller's goods or services from competitors This definition highlights the essential role of branding in establishing a unique market presence.
A brand is more than just a name, term, sign, or design; it encompasses a comprehensive set of physical and socio-psychological attributes and beliefs associated with a product According to Kotler and Gertner (2002), brands not only serve to differentiate products but also represent a promise of value, inciting belief, evoking emotions, and prompting consumer behavior.
Branding is a multifaceted concept that encompasses various perspectives, as highlighted by De Chernatony & DaH'Olmo Riley in 1998, who defined it as a multidimensional construct where managers enhance products or services with values, enabling consumers to recognize and appreciate these values For consumers, branding offers clear product identification, assurance of quality, and a psychological reward linked to the lifestyle it represents From an organizational viewpoint, branding not only adds value to products but also fosters customer loyalty and strategically positions offerings in the marketplace Ultimately, branding is a holistic approach focused on the product's values, customer interactions, and operations, aimed at building and maintaining strong relationships with customers.
2.1.2 The essence of brand building
Building a brand involves understanding its definition as outlined by Hankinson & Cowking (1993), which describes a brand as a product or service distinguished by its competitive positioning and unique personality, combining functional attributes with symbolic values According to Knox & Bickerton (2003), branding is a strategic process of selecting and associating these attributes to enhance the core offering Kavaratzis & Ashworth (2005) further emphasize that a brand serves as the interface between a firm's activities and consumer perceptions, highlighting the importance of both the brand's features and the emotional, experiential, and symbolic values that marketers may emphasize Ultimately, effective branding requires fostering a two-way communication relationship with consumers, where their perceptions of quality and value play a crucial role.
The brand image is essential to consumer perception, encompassing quality, values, associations, and emotions Kavaratzis & Ashworth highlight the connection between brand identity and brand image, emphasizing their interrelated nature.
Brand building is fundamentally influenced by key concepts such as brand identity, positioning, and image, which shape how consumers perceive a brand It involves differentiating oneself in the market and establishing a distinct presence in the minds of customers and prospects Understanding this perception is crucial, as "your brand is not what you say you are your brand is what customers think you are" (Yastrow) Ultimately, the essence of brand building lies in this simple yet powerful rule.
While branding is often viewed positively, there is significant criticism surrounding its role in business Critics argue that branding allows organizations to manipulate consumers by limiting competition, inflating prices, and obscuring production practices, as highlighted by Naomi Klein in her book "No Logo." Despite these concerns, a thorough analysis of branding reveals that the concept itself is not inherently problematic Ultimately, the actions of managers and employees, whether positive or negative, play a crucial role in how branding is perceived and implemented.
Despite facing significant criticism, branding remains a powerful force and is increasingly recognized as a global trend The tourism industry has embraced branding, leading to the emergence of destination and place branding as vital concepts in promoting travel locations.
(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 attention as a significant area of study in the late 1990s, as highlighted by Tasci & Kozak (2006) The American Marketing Science conference in Miami in 1997 featured discussions on destination brand management by various experts Following this, the Travel and Tourism Research Association's 29th annual research conference in 1998 focused on "Branding the Travel Market," showcasing case studies of destination branding from several US states.
US cities and various international locations have increasingly focused on place branding, leading to dedicated discussions in prestigious tourism marketing journals such as the Journal of Vacation Marketing and ECLIPSE A seminal work in this field is "Destination Branding: Creating the Unique Destination Position," authored by Morgan, Pritchard, and Pride in 2002 Additionally, tourism textbook authors have incorporated the significance of destination branding into their works, exemplified by "Managing the Tourist Destination" by Howie.
2003), The Competitive Destination- A Sustainable Tourism Perspective (Ritchie
Recent literature on tourism and destination marketing includes works by Crouch (2003), Pike (2004), Vanhove (2005), and Novelli (2005), with the latest contribution being Bonita Kolb's "Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists," published in March this year These texts reflect a growing interest in the concept of place branding, highlighting various research efforts by individuals and organizations to explore this vital aspect of tourism development.
Kavaratzis and Ashworth (2005) define place branding as the application of product branding principles to geographic locations, suggesting that destination brands share similar rationale and underlying principles with product brands This perspective is widely supported by researchers, who have contributed various concepts and ideas that reinforce this notion.
Fundeso, the Sustainable Development Foundation, highlights the importance of destination branding in distinguishing a location from countless others A place brand focuses on promoting and attracting tourism by effectively communicating the unique identity of a destination to visitors, investors, and other audiences This process, known as place branding, involves creating a distinctive identity and personality for a tourism destination, ensuring it stands out in a competitive market.
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."
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 encompasses more than just cleverly crafted taglines like "Come and Say G'Day"; it also includes the unique Australian accent that resonates in broadcast media, instantly identifying the message as distinctly Australian The term "G'Day," meaning "Good Day," is pronounced swiftly as /gir dei/, highlighting the cultural nuances embedded in effective brand communication.
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 effectively transcended Australia's physical attractions, such as its beaches and wildlife, by connecting with Americans on an emotional level and promoting the relaxed Australian lifestyle Utilizing an integrated marketing approach that included television and radio advertising, public relations, and direct mail, the campaign propelled Australia from 78th to 7th place on Americans' vacation destination lists, eventually reaching the top ranks for nearly two decades Despite the last advertisement airing fifteen years ago, the campaign's branding principles continue to resonate with many Americans, making "Come and Say G'Day" a hallmark of successful travel marketing.
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 as a "free-spirited, optimistic, fun, and liberating destination," showcasing its exceptional natural beauty, from the vast deserts and outback to lush rainforests and pristine beaches This unique character, combined with its stunning environment, positions Australia as one of the most sought-after travel destinations globally In fact, the "Australian brand" has outperformed renowned countries like the United States and Italy, ranking first in the second annual Country Brand Index.
The Australian experience offers valuable lessons in branding, emphasizing the importance of differentiation and focus Experts highlight that Australia excels in self-promotion by leveraging the entire country as a cohesive brand rather than fragmented elements.
ILIIkW O W I S I L V / "uniquely Sin9apore" is not " * first effort of Singapore Tourism
The Singapore Tourism Board (STB) has launched a new branding initiative to showcase the city as a contemporary destination, following the success of the "New Asia" brand This updated branding emphasizes Singapore's unique fusion of modernity and rich cultural heritage, inviting visitors to explore its diverse offerings By leveraging Singapore's reputation for efficiency and quality, the new brand aims to highlight the city's unique selling points and enhance its competitiveness in the global tourism market.
The rebranding of Singapore involved the collaboration of the Singapore Tourism Board (STB), over 400 stakeholders from key markets, local partners, and residents The campaign, titled "Uniquely Singapore," goes beyond merely highlighting the destination's tangible attributes It invites visitors to create lasting memories and encourages Singaporeans to recognize the simple yet distinctive elements of their daily lives that can offer enriching experiences for tourists This connection empowers locals to become natural ambassadors for Singapore, sharing their unique culture with visiting friends and relatives.
The new brand for Singapore is designed to be compelling, bold, and distinctive, setting the city apart from other destinations It is grounded in the credible, intrinsic features of Singapore, aiming to inspire the Singapore Tourism Board, industry partners, and locals alike This cohesive branding strategy aligns the messages of the Board and the tourism industry, creating a unified voice that enhances Singapore's identity The Singaporean experience serves as an important case study in effective place branding.
Destinations are increasingly focused on establishing a strong presence in the minds of tourists, utilizing memorable slogans and branding strategies Campaigns like "100% Pure New Zealand," "Amazing Thailand," and "Incredible India" exemplify the serious efforts behind these catchy phrases, as countries strive to carve out their unique identities and compete for attention in the global tourism market.
T owards B randing H anoi
As we reflect on our beloved capital city, Hanoi, the question arises: should we establish a brand for it? This endeavor should not be driven by trends but rather by what authentically represents Hanoi Analyzing Hanoi's current image and awareness, alongside the challenges facing its tourism sector, will guide us in creating a brand that truly resonates with the city's unique identity.
Hanoi is a city of immense beauty and cultural richness, cherished deeply by its residents and the Vietnamese people However, it's important to recognize that this appreciation may not be universally shared by the rest of the world.
The graphs illustrate the recognition and recall of Asia Pacific destinations by tourists and travel agents from Australia, Japan, the US, UK, Germany, Sweden, Singapore, and India, with the latter being excluded from Hanoi's target markets While the findings should not be generalized globally, they provide valuable insights into the awareness of Vietnam and Hanoi, which represents approximately 30% of the country's tourist arrivals For further details on Hanoi, additional information is available.
/VP Destination Awareness: Uhaided Re cal
Awareness of Asia-Pacific Trawl Destinations
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