旅游目的地品牌管理与营销汇总.ppt

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 indirect consumer); media sources; 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 destina