TLH228 Destination branding – Assignment support
“Rebranding a destination of your choice”
First step: Choosing your destination
It is suggested not to choose one of the well branded destinations but choose one which you know and which still could do with further development. Medium sized cities are good example.
Structure
The structure is suggested, certain parts depend on the destination you have selected. How you name the headings is up to you, but your assignments should have elements of those in it.
Overall it is good to have headings and subheading for clarity.
• Introduction
• Literature
• Status quo
• Future
• Reflection
Introduction
A short introduction to start off makes the rest of the work flow better. Introduce your example and why you have chosen it. You might even want to connect it with some literature?
Literature
You might explain certain aspects in more details
• Destination and place branding
• Brand strategy
• Brand identity
• Brand image
• Brand positioning
• Re-branding/Re-positioning/Re-adjusting/Developing a new brand
Your example might lead you to other aspects, feel free to explore them. If unsure ask.
Status quo
Investigate the status quite of your example. This is not to be mixed up with a simple SWOT analysis although it does have elements of it in it.
• Destination brand and brand identity
• Destination image
Destination assets (Look at what your destination has and what it does best)
How are you investigating the status quo?
You can look at various sources but looking at the destinations site itself is a good start. They often have a section for business and about them, so you should find out more.
Search the Internet for any data published about the destination
Check out blogs, Facebook on what people are saying about the destination
Can you paint an image of the destination from tourism and a resident perspective?
Future
New brand identity
Suggestions for re-branding/re-positioning/adjusting the brand
What needs to be done from a destinations perspective?
Branding material – logo, slogans etc can be used as supporting material, and described within it if they highlight important aspects
Should include core brand values and narrative (stories)
Reflection (Discussion/Conclusions)
• On destination
• On the process of rebranding/repositioning/…
Ideally use literature within it to support arguments
