Destination Branding Dissertation- Can You Create A Brand?

Destination branding also known as place branding is a relatively new term in the world of branding

. Destination branding is all about how you differentiate your destination and prove it to be the best. In short your destination branding dissertation is a step by step process in which you can cover aspects related to destination i.e. values, places, culture, agriculture, art, historical sites and sports etc. It has a wide scope and you can cover many things in your destination branding dissertation like past experiences, news reports, survey results, articles that differentiate it from the rest of the competition. Destination branding can be for any place be it a resort, valley, zoo, arena, city, region and much more.

Students who are interested in the field of marketing would love to write a destination branding dissertations. The main thing in destination branding dissertations is positioning i.e. how your customers differentiate your brand from others. What are the unique features and characteristics that give your destination an edge over other competitors? You need to understand your target audience and come up with a positioning strategy. Next step after positioning is your communication i.e. how do you communicate your positioning aspect to your customers? Is it conveyed in the way you want it to? For example whenever people think of low prices, the next thing that comes in their mind is Wall Mart. Is that the case with your destination?

The other aspect that you can cover in your destination branding dissertationis its impact on economy. For example when 2006 FIFA World Cup was held in Germany, the number of tourist doubled in the initial phase. This number of increase means increase in number of purchases on the stores, increase in the demand of the local products, booked hotels and thus leading to increase in GDP. Apart from that, it has long term impact as well. According to an estimate there has been a yearly 33% increase in tourism in Germany thanks to positive word of mouth spread because of great destination branding campaign run by the concerned authorities.

Well unlike product branding, destination branding is not simply an advertising campaign run for a period of time it has a broader scope involved. Many parties are involved with political and economic influence playing its role. Therefore it is much more complex than product branding.

by: Eva Mason

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