Italy is the fifth most visited country in the world and gets over 44 million tourists a year. Tourism is estimated to generate revenue of £120 billion (RM600 billion) per year. It’s a lucrative industry and one that needs protecting. So the last thing they need is a negative story that could drive visitors away. … Continue reading »
Filed under destination branding …
Building a country brand requires more than just a well executed advertising campaign
If you are responsible for a country or destination brand, read on. As cheap air travel and the package tour (as well as the devaluation of the Spanish Peseta and the abolition of currency controls in the UK) helped jump start international travel in the 1960s, 1970s and 1980s, the world was still a fairly … Continue reading »
Good consumer generated content will build destination brands better than any corporate commercials
It’s well documented how numerous companies waste huge amounts of money on ineffective advertising. Generally the advertising is ineffective because it is poorly written, isn’t tested or has been developed to appeal to as many vastly different segments as possible. This is especially true of country brands. If I had £1 for every ‘me too’ … Continue reading »
Sabah criticised for low growth in tourist arrivals, is it justified?
One of the less mainstream online newspapers carried a scathing attack on Sabah Tourism Board today. You can read the article here The paper carried extensive comments from a local activist who slammed the State government for recording what he called a ‘paltry’ 1.1% growth in arrivals for 2012 and blames this growth on a … Continue reading »
How effective is your country brand strategy?
Bloom Consulting has just published the 2012 Bloom Consulting Country Brand Ranking which classifies countries based on the effectiveness of their country brand strategies and the impact this has on GDP. In an email to me the Ranking was explained as having a different methodology to other indexes such as the Futurebrand or Simon Anholt … Continue reading »
Good experiences will help build the Malaysia Nation Brand
I read an interesting article on the Malaysia Nation Brand which can be found here. But I was particularly taken by one of the reader’s comments. As someone who has worked on a number of elements of the Malaysia brand and who has written numerous articles on it, I believe I can add value to … Continue reading »
Destination branding for small cities
Back in 2007, Destination Branding consultant Bill Baker released one of the best ‘how to’ books for city branding practitioners, mayors, planners, governors and anyone else tasked with or interested in the branding of cities. ‘Destination Branding for Small Cities: The Essentials for Successful Place Branding’ was so successful that he has updated it and … Continue reading »
10 Principles to build the Malaysia Nation Brand
Minister in the Prime Minister’s department, Datuk Seri Idris Jala announced yesterday that the Prime Minister, Datuk Sri Najib Razak has a team in place and they are working full time to create a national brand for Malaysia. Datuk Seri Idris said that the brand would involve Malaysian perspectives on national policy as well as … Continue reading »
Destination Branding – Take advantage of opportunities when they come your way
A luxury cruise ship, the Azamara Quest caught fire a couple of days ago whilst sailing in the South China Seas. The ship was travelling from Manila on its way to Sulawesi, Bali and Komodo before heading off to its final destination of Singapore. By all accounts, the Azamara Quest is a beautifully designed and … Continue reading »
How important is a logo in the destination branding process?
Findings from a number of empirical studies carried out at various times over the past twenty or so years would suggest that a destination logo is an important element of the destination identity and should match the destinations they represent. Other research would suggest the design of a logo is critical to the success of … Continue reading »
