Nick Cooper, Landor
âąAls PPTX, PDF herunterladenâą
3 gefĂ€llt mirâą707 views
BRAND POWER EVALUATING THE RISING IMPORTANCE OF BRAND IN CONSOLIDATING TRAVEL & TOURISM MARKETS
Empfohlen
Empfohlen
Weitere Àhnliche Inhalte
Andere mochten auch
Andere mochten auch (20)
Ăhnlich wie Nick Cooper, Landor
Ăhnlich wie Nick Cooper, Landor (20)
Mehr von MRS
Mehr von MRS (20)
KĂŒrzlich hochgeladen
KĂŒrzlich hochgeladen (20)
Nick Cooper, Landor
- 1. Nick Cooper Executive Director, Head of Insights & Analytics, EMEA 12 May 2016 THE RISING IMPORTANCE OF BRAND IN TRAVEL & TOURISM MARKETS
- 2. Agenda Section 1: Context for brand Section 2: Industry consolidation Section 3: Implications for brand Section 4: Brand experience Section 5: Implications for consumer insights
- 3. Itâs all getting much more competitive out there SECTION 1 - Context for brand:
- 4. Travel & Tourism â Context for brand A critical industry, directly and indirectly accounting for 9.5% of global GDP (source: WTTC) Traditionally driven by operational excellence and financial disciplines: âą Seasonality âą Thin margins âą Commoditised offer Branding an afterthought, not a central driver of the business.
- 5. Travel & Tourism â Context for brand Today, the industry is undergoing rapid change: Consumers have more options than ever Consumers are better informed than ever Continuous disruption
- 6. Implications You have to fight for your right to be noticed TOM is more critical than ever Communications are bigger and faster than ever; they can work for you or against youâŠ
- 7. SECTION 2 â Industry Consolidation: Airlines Hotels & Tour Operators
- 8. Rapid pace of consolidation United Continental US Airways American Delta Northwest Lufthansa Austrian Swiss Germanwings Air France KLM British Airways Iberian Vueling British Midland Aer Lingus AIRLINES:
- 9. Rapid pace of consolidation Marriott Starwood Accor FRHI Holdings Fosun Club Med âhospitality mega-mergerâ Expedia Travelocity EQT Kuoni TUI AG TUI Travel plc HOTELS & TOUR OPERATORS:
- 10. Implications You have to be clear about what you stand for Scale creates greater ability than ever to invest in marketing and building brands You have to make decisions about which brand to back
- 11. Choosing your best brand bets United and Continental chose⊠Delta and Northwest chose⊠US Airways and American choseâŠ
- 12. SECTION 3 â Implications for brand: Why bother with brand? âŠBecause if you donât someone else will!
- 13. So how can brand help? Brand builds equity across four key metrics: Differentiation Relevance Esteem Knowledge Drives price premium and recommendation Drives trial, consideration, and market penetration Drives customer loyalty Drives understanding of a brand Source: BAV
- 14. So how can brand help? There has to be a compelling reason for consumers to choose you âŠdifferentiation is often the foundation, leading to notoriety or status Branding is no longer about defaults or purely practical benefits. âŠyou have to build your own brand story, although it is increasingly possible to project this Brand is becoming a huge lever for success ...and you will go backwards unless you use it fully
- 15. BRAND STORY
- 16. St Maryâs Axe The Walkie Talkie Heron Tower St Mary Axe The Leadenhall Building 20 Fenchurch Street
- 17. âHow was your trip to the City of London?â ErrâŠ
- 18. St Maryâs Axe The Walkie Talkie Heron Tower The Gherkin The Cheese Grater The Walkie Talkie
- 19. âHow was your trip to the city of London?â WellâŠ
- 20. St Maryâs Axe The Walkie Talkie Heron Tower The Gherkin The Cheese GraterThe Walkie Talkie The Shard
- 22. Provenance: It may be right or wrong But it is unavoidableâŠ
- 23. Provenance: ⊠so distill the good parts from the bad and leverage them to create advantage
- 24. 24 Authentic truth: Ensure the basis of the brand is credible, authentic, true andâŠ
- 25. Authentic truth: Ensure the basis of the brand is credible, authentic, true andâŠmagnetic and desirable
- 27. Amplify: ⊠assets that combine ownable ideas with those elements of provenance that you have selected
- 28. SECTION 4 - Brand Experience: If you want to change perceptions, change reality.
- 29. In Travel & Tourism, changes in perception usually happen only gradually This is because brands in these sectors are especially influenced by provenance. Which can hold you back or⊠propel you forwards
- 30. But it is possible to accelerate Authentic Charming Arrogant Uncaring Unreliable Not trustworthy Not innovative Not dynamic Emerging attributes Approachable Trendy Progressive Energetic Trustworthy After the 2012 Olympics Source: BAV, France, October 2012 Traditional attributes Before the 2012 Olympics
- 31. BRAND STORY
- 33. 33
- 35. 35
- 41. SECTION 5 â Implications for consumer insights: What do we need to discover?
- 42. Every brand idea is based on an authentic truth⊠⊠or you will be found out.
- 43. Create desire and magnetism⊠⊠if not why would anyone want it? âBuild it and they will comeâ
- 44. Leverage positive provenance⊠⊠as a hyperlink to building the perceptions you want.
- 45. Create a sense of belonging so that there is a human relationship⊠⊠âitâs mine and I know how to experience it.â
- 46. Take advantage of the speed generation⊠⊠what used to take decades now takes years⊠... what used to take years now takes months.
- 47. Insights becomes a key driver of the brand and therefore the business Authentic truth Desire & magnetism Speed Positive provenance 1 Belonging 2 3 4 5
- 48. THANK YOU
Hinweis der Redaktion
- Focus on heritage and provenance has become a key marketing tool. However, there is an increasing dependency on pageantry and nostalgia for the brand Britian (which is in a two-year downward trend)
- In line with British brands?!