EN4HOSTS - Branding in tourism


Definition of branding:

The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Read more: http://www.businessdictionary.com/definition/branding.html

There is a lot of confusion about branding, there are multiple definitions, so what is branding?  Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. A brand consisted of  elements that distinguished a company's goods and services from those of the competition

Today, brand is a bit more complex, but even more important in today’s world of marketing.

What a consumer has in mind when he hears/thinks about of your company name, hotel or restaurant name, is a service or product. That being said the word “brand” or “branding” is a moving target and changes along with the consumers' behaviour, I think of it as the mental picture of what you as a company represent to consumers, it’s influenced by the elements, words, and creativity that surround it.

What Should a Brand Do?

Branding is not only about getting your target market to select you rather than the competition but about getting your prospects to see you as the sole provider of a solution to their problem or need.
The objectives that a good brand will achieve include:  

  • Clearly delivers the message
  • Confirms your credibility  
  • Emotionally connects your target prospects with your product and/or service.
  • Motivates the buyer to purchase a product
  • Creates user loyalty  

Branding and Understanding Your Customer

As consumers begin to identify with you, your brand will live within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. 


The Importance of Branding

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer.  
Your brand is a foundational piece in your marketing communication and one you do not want to be without. Branding is strategic and marketing is tactical and what you use to get your brand in front of consumers. That's why it carries a great deal of importance within a business or organization as well.   
Brand serves as a guide to understand the purpose of business objectives. It enables you to align a marketing plan with those objectives and fulfil the overarching strategy.   
The effectiveness of a brand doesn't just happen before the purchase, but it's also about the life of the brand the experience it gives a consumer.

  • Did the product or service perform as expected?
  • Was the quality as good as promised or better? How was the service experience?
  • If you can get positive answers to these questions, you've created a loyal customer.  

Brand not only creates loyal customers, but it creates loyal employees. It gives them something to believe in, something to support them.  It helps them understand the purpose of the organization or the business.




Making a product that is going to become a brand:

To succeed in branding, you must understand the needs and wants of your customers and prospects.
It is achieved by integrating your brand strategies through your company at every point of public contact. Think of branding as the expression of who you are as an organization and what you offer. Sounds difficult? Think of it like this: if a brand could speak, it would say:

  • I am  ________________.
  • I exist because ________________.

If you relate to who I am and why I exist you might like me, you can buy me, and you can tell others about me.  
Branding can be confusing, so how do you know if your brand is strong enough to give you the internal and external value that you need in your marketing?
Try to create a souvenir, that could find its place in the touristic market. You can be led by our example of making a good brand product-souvenir.




A Basic Checklist to Process Your Brand

Step 1(internal check): Let these questions serve as a guideline in the process of evaluation of your brand.  If the answers are not clear, you may want to return to the drawing board and refine the branding process.  A brand should be an instant "aha!" it should require very little thought and contemplation.

  • Does your brand relate to your target audience?
  • Will they instantly "get it" without too much thought?
  • Does your brand share the uniqueness of what you offer and why it's important?  
  • Does it reflect the brand promise that you are making to who you are targeting as well as to your internal audience?
  • Does your brand reflect the values that you want to represent as a customer?  

Step 2 (external check): Form an evaluation group of your product. They should be an audience that would evaluate your work. In order to get the feedback, results make a short questionnaire by using the following questions.

If the answers of the following questions are mostly, YES that means that you have succeeded.




1.    Do you find this presentation interesting?

                     YES            NO

2.    Do you think that you got the idea of this product?

                     YES            NO

3.    Do you find it original?

                    YES            NO

4.    Do you see yourself as a potential customer?

                    YES            NO

5.    Would you make some changes if you had an opportunity

                     YES            NO

6.    Which changes would you make?




7.    Would you recommend this product to the others?

                    YES            NO

8.    Do you think this product could find its place onthe market?

                    YES            NO



This webquest was created by a team of teachers, within the co-funded Erasmus plus KA2  partnership “English for hospitality” (EN4HOSTS), project number: 2017-1-RO01-KA201-037159, KA2 - Cooperation for Innovation and the Exchange of Good Practices ,KA201 - Strategic Partnerships for school education

The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsi­ble for any use which may be made of the information contained therein.


Teacher Page