session.02. August Prepared by: Jacky Cahyadi, S.Sn. DESTINATION BRANDING

Have you ever heard this slogan? Uniquely Singapore, Uniquely Experience Malaysia Truly Asia Incredible India Yogyakarta, Never ending Asia Hongkong, World of Asia Bali, Swasti, Swasti, Swasti Visit Indonesia 2008 Enjoy Jakarta Ancol, Jakarta Bay City Western Australia, Holidays of an entirely different nature Israel, Where the first Millenium began, Aren’t you going? Visual Communication Design 02.session.02

“You will love every corner of it” Visual Communication Design 02.session.02

What is a Destination Branding? BRAND ISSUE definition

Visual Communication Design 02.session.02 BRAND ISSUE Destination Branding merupakan sebuah konsep branding sebuah daerah tujuan (destination), dapat negara ataupun daerah, namun kebanyakan konsep ini digunakan dalam Industri pariwisata. The brandna magazine. Volume 2 edition, may-june 2008 definition

Visual Communication Design 02.session.02 BRAND ISSUE Nama, simbol, logo atau bentuk grafik lainnya yang mengidentifikasi dan membedakan daerah tujuan (destination), Memberi janji akan sebuah perjalanan yang tak terlupakan yang secara unik diasosiasikan dengan daerah tujuan tersebut Untuk mengkonsolidasi dan mendorong terciptanya sebuah memori menyenangkan sebagai sebuah destination experience definition Ritchie, J.R. and Ritchie, J.B. (1998) said:

Visual Communication Design 02.session.02 BRAND ISSUE Bagaimana konsumen mempersepsikan daerah tujuan tersebut dalam benak mereka, yaitu tentang bagaimana menciptakan elemen-elemen brand yang berbeda dan mengkomunikasikan elemen-elemen ini melalui komponen brand. definition Kaplanidou and Vogt (2003) said:

BRAND ISSUE Why branding is needed for the destination? Visual Communication Design 02.session.02

BRAND ISSUE Visual Communication Design 02.session.02 Branding dalam industri pariwisata sebagai cara mudah bagi konsumen dalam melakukan identifikasi, membangun persepsi, dan values, menetapkan kualitas dan standar yang mudah dikelola, meningkatkan permintaan terhadap produk lokal yang secara tidak langsung akan berdampak terhadap ekonomi masyarakat sekitar dan meningkatkan skala ekonomis. [Kotler et al said]

Visual Communication Design 02.session.02 BRAND ISSUE benefit Level 1 Level 2 Level 3 Level 4 Level 5 The Pyramid of Destination Brand Advantage by Gyimothy

Visual Communication Design 02.session.02 BRAND ISSUE benefit The Pyramid of Destination Brand Advantage by Gyimothy What are the tangible, verifiable objective, measureable characteristic of the destination? What benefits to the visitor result from the destination’s features? What psychological rewards or emotional benefits do people get by visiting this destination? What does value mean for the typical repeat visitor? What is the essential nature and character of the brand?

BRAND ISSUE benefit Visual Communication Design 02.session.02 4 Benefits Destination Branding (Ooi said 2004) Membentuk persepsi publik terhadap tempat tersebut Mengemas tempat tersebut secara selektif dan estetik Membuat daerah atau tempat tujuan tersebut dapat berdiri tegak di tengah persaingan pariwisata global sehingga dapat bersaing dengan yang lain Membentuk pengalaman pariwisata

Visual Communication Design 02.session.02 BRAND ISSUE Advantage 6 Advantages of destination branding Clarke said (2000)

Visual Communication Design 02.session.02 BRAND ISSUE Advantage 6 Produk pariwisata termasuk dalam ‘high involvement product’, dengan branding mampu mengurangi pilihan. Branding mampu mengurangi dampak intangibility Branding menunjukkan sebuah konsistensi Branding mampu mengurangi resiko dalam pengambilan keputusan tentang berlibur Branding mampu memfasilitasi segmentasi Branding membantu meningkatkan fokus dan mengintegrasikan rencana dan mendorong orang untuk bekerjasama dengan tujuan yang sama.

How can destination brands be built? Establishment of the core values of the destination and its brand Underpin and imbue all subsequent marketing activity, especially in literature text and illustrations The brand values should also be reinforced by a logotype or brand signature and a design style guide which ensures consistency of message and approach These should be durable, relevant, communicable and hold saliency for potential tourists The brand values are cohesively communicated example Visual Communication Design 02.session.02 BRAND ISSUE

5 Components have a relation with a destination branding Visual Communication Design 02.session.02 BRAND ISSUE

Components have a relation with a destination branding accommodationattractiontransportation Destination Organization Travel Agency 5 BRAND ISSUE Visual Communication Design 02.session.02

Components have a relation with a destination branding Hotel, villa, apartment, Cottages, camp location, Exhibition centre, etc Playground, museum/gallery, National Park, Zoo, History Place, Sport Centre, Mall, and Festival Events Airways, Bus, Cruise Ship, Train, Car Rental Tourism Promotion Board Travel Agency BRAND ISSUE 5 Visual Communication Design 02.session.02

Destination Branding Concept Visual Communication Design 02.session.02 BRAND ISSUE Destination Brands as communicators Destination Brands as perceptive entity Destination Brands as relationships Hankinson [2004]

Keberhasilan destination branding adalah hasil konsistensi antar atribut yang didasarkan pada image berbagai komunitas yang berbeda sebagaimana yang dipersepsikan oleh pengunjung. Tetapi ia mampu membangun hubungan kuat antara image dengan Brand identity dan beberapa faktor afektif dan sikap yang didasarkan pada Brand association pada sebuah daerah dibanding hanya pada komunitas Individu tertentu. BRAND ISSUE Visual Communication Design 02.session.02

5 Basic things to build a brand identity of the destination BRAND ISSUE Visual Communication Design 02.session.02 Brand Image Brand Personality Brand Essence Brand Culture Brand Character Aaker, 1996 said

Gallery destination branding logo Visual Communication Design 02.session.02 GALLERY

Incredible ndia ! Visual Communication Design 02.session.02 Gallery destination branding logo

Visual Communication Design 02.session.02

Student ProjectNight Zoo Sydney, Australia Image courtesy of magenta soul, Billy Blue, School of Graphic Design, Sydney, NSW, Australia

Student Project Malang, ‘The Beautiful Colonial City’ Destination Branding Image Courtesy of Fanny Natasya, Visual Communication Design, Petra Christian University

“We don’t just want people to buy a brand, we want people to buy into a brand, to make it part of their lives.” The End and See You on August 29.08