tourism destination brand management and marketing,group members：han chaohua jian xuejian zhao miaomiao,the definition of brand,a brand is a name, term, symbol, design, or their combination. its function is to distinguish the product or service from others. for a consumer, brand logo can not only protect the origin of products, it also can help to protect the benefits of the manufacturers and the consumers. it can also prevent the products or service from being imitated.,the elements of brand,1.the public is the center of brand. the public: consumer (direct experts and relevant mechanism. 2.organization and the products are the carrier of the brand. 3.brand comes from the awareness of the public.,the functions of brand,1.brand has become one of standards and tools of making purchasing decisions for consumers. 2.brand is a kind of symbolic means, to enable consumers to distinguish from the clusters. 3.brand can reduce the risk of purchasing the products. the risk of function the risk of body the financial risks the risk of psychological the risk in time,the differences between tourism destination image and tourism destination brand,1.the concept of tourism destination image is abstract, scattered and vague, and the concept of the tourism destination brand is specific, uniform and bright. 2.the information process of the tourism destination image is passive and natural, and the tourism destination brand is created by the initiative development. 3.the image of tourism destination is usually reflected by the name of tourism destination, while the brand of tourism destination is reflected by outside its name.,the associations between tourism destination image and tourism destination brand,1.tourism destination brand is the commercial attributes of tourism destination image. 2.tourism destination brand is the tool to establish the tourism destination image. 3.tourism destination brand has its own brand image. tourism destination brand has complementary relationship with its image. brand is a commercial operation method to image.,the important significance of tourism destination brand building,firstly, the tourism destination marketing must make the destination space region be branded. the brand provides a consistent image for the products and services of tourism destination. so that, the destination can be attractive and easily identified, which will increase a lot of value for tourism destination.,basic principles of tourism destination brand positioning,principle of basic resources principle of regional background principle of competitive advantage principle of construction of system,tourism destination brand positioning steps,morrison, an american tourism destination marketing scholar, has put forward 5ds model, a kind of method of operation in tourism image. 1.identification of interest 2.forming differences 3.building images 4.transferring design 5.implementation of commitments,tourism destination brand positioning steps,any tourism destination has its own unique properties. the key problem is to select the destination attraction attributes, which will be helpful to the decision, formation of competitive and recognition of delivery service. before branding the destination, brand the tourism attraction first. select the tourism attraction is generally based on 3 standards, which are competition, uniqueness and recognition. extract the unique attributes of tourism attraction.,constructing tourism destination brand-by using the method of value chain analysis,1.identificating value contribution factor (or activity) 2.determining value contribution factor (or activity) system 3.the connection and integration of value contribution factor (or activity),with the brand value as the core, build the tourism destination brand value “chain” system,according to if the construction of tourism destination brand has value contribution factors: basic value elements & auxiliary elements the basic value elements identification: 1.tourism attractions 2.tourism products 3.tourism destination 4.tourist facilities 5.tourist service personnel,with the brand value as the core, build the tourism destination brand value “chain” system,auxiliary elements identification: 1.destination government 2.ecological environment 3.residents of tourism destination 4.relevant laws and policies,tourism destination brand design,brand is a collection of concepts, including brand name and logo. the basic strategy of brand naming: 1.target market strategy 2.consumer experience strategy 3.emotional image positioning 4.selecting strategy of independent random and descriptive 5.lacalization and globalization strategy,6 principles of designing tourism destination,1.simply and eye-catching, easy to remember 2.skillful conception, suggesting the attributes 3.full of meanings, affective emotion 4.aviod duplication, having its own style 5.name and product standard can be exchanged coordinately 6.respect the customs, in accordance with the law,tourism destination brand logo,communication value of brand logo: 1.brand logo can cause brand association. 2.brand logo can cause the consumers interest and make them have a favorable impression of the brand. 3.brand logo is the indicator of recognition brand for public. 4.brand logo can strengthen the impression of consumers and public, and make distinguish with other tourism destination.,tourism destination brand logo,design principles and methods of brand logo: 1.the design of brand logo should follow the adaptability, easy identification, beautifulness, and universality. 2.the methods of brand logo design is the transformation of word and name, and graphic symbol and meaning.,the means of tourism destination brand communication,1.advertisement 2.public relations 3.marketing communication 4.interpersonal communication,optimal combination of brand communication media,the principles: 1.the combination of media should help to expand the brand dissemination. 2.media mix should help to repeat the brand information properly. 3.media should cooperate with the cycle. 4.media mix should help to complement the brand information to each other. 5.pay attention to benefit maximum principle.,study on the tourism destination life cycle,the development of tourism destination brand and tourism destination are linked closely. the theory of tourism destination brand life cycle demonstrates that destination brand will experience similar stages of products.,life cycle of tourism destination and tourism destination brand,tourism destination brand is based on tourism destination. the trend of lengthening and shortening appears in a specific stage influenced by brand in the tourism destination life cycle. but in the whole process of the life cycle of tourism destination, tourism destination brand will experience multiple cycles.,tourism destination brand extension,brand extension trap: 1.grade gap will damage the brand image of high quality. 2.brand positioning dilution 3.a defeat, implicate effect 4.the lack of compatibility will be against the consumers psychology. 5.lead to the “seesaw” effect.,tourism destination brand extension,the function of brand extension 1.brand extension can help to take new products into the market quickly and smoothly with lower barriers and saving cost of new products depending on successful brand name. 2.successful brand extension can further expand the influence of the original brand, and enhance the core brand image. 3.brand extension can meet customers psychology of searching for new things and prevent the loss of customers. from transferring in brand to transferring between brands.,key factors affecting brand extension,1.brand equity elements： a.brand awareness c. brand association b.brand reputation d. brand loyalty 2.brand core value 3.products related form: a. technology related b. channel related c. type related 4.brand positioning a.the level of brand b. the brand of audience 5.environmental factors of brand extension a.target market environment b. marketing ability,tourism destination brand crisis management,formation reasons: external / internal crisis and natural / human crisis shape: sudden crisis and gradual crisis degree: serious damage crisis and minor damage crisis,how to deal with the crisis?,1.prevention of brand crisis a.all destination members establish “brand crisis consciousness”. b. establish and perfect the destination brand crisis management agencies. c.strengthen operation and management of the destination. 2.treatment of brand crisis follow the 5 principle steps 3.establish the brand in the crisis 4.gain benefit from the crisis,dilution-dilute the crisis atmosphere and avoid causing greater crisis away-away from the scene, converting the environment bubble-transformation crisis source and collapse the moral cover- protect the part that is associated with crisis but has not exposed yet. do not provide crisis with any supporting materials. send-initiative,law of tourism destination brand protection,1.the achievement of brand exclusive right-the premise of brand protection 2.the brand right range-the content of brand protection 3.relief the brand infringement-means of brand protection three methods: self reconciliation be investigated by the business management department judicial relief,the application of network technology in the tourism destination brand management,tourism destination marketing system tourism destination marketing system (destination marketing system, dms), also known as the tourism destination information system (destination information system, dis), i