HFT 4561 EXAM STUDY SET @
2024-2025
CHAPTER 10 - Answer DESTINATION BRANDING
Brand - Answer name, term, sign, symbol, design or a combination of these elements
brands are intended to identify the goods/services of a seller and, to differentiate them
from competitors
Most national brands in the hospitality industry are less than - Answer 40 years old
brand name - Answer the part of the brand that can be vocalized
brand mark - Answer the part of the brand that can be recognized but is not utterable
trade mark - Answer the part of the brand that is given legal protection
the strongest brand sin the world own a place - Answer in the customer's mind
brand identity - Answer -internal organizational orietnattion
-self image
-aspired market image
-how a brand sees itself
brand image - Answer external market orientation
-actual image held by consumers
-how customers see a brand
brand equity - Answer =the balance sheet value of brands
-determining brand equity can be used as a gauge for marketing effectiveness
Why brands are increasing in importance - Answer -increasing global competition
-the internet
-commodification: product features can be quickly imitated and so do not provide a
lasting source of advantage
-The power of retailers - many arrange retailers have been developing their own labels,
which compete with brands. (this is not a significant issue for destinations)
-sophisticated consumers: access to increasing sources of product information
, (including pricing) and consumer advice
-Brand Extensions - major brands have capitalized on brand equity by extending their
range of offerings across categories and segments.
-media-cost effectiveness: the proliferation of new and niche media is resulting in a
relative decline in the effectiveness of traditional advertising
Why is destination branding complex? - Answer - destinations are far more
multi-dimensional than most services
-the market interests of the diverse group of stakeholders are heterogeneous
-the politics of DMO decision making can render the best brand theory redundant
-fine balance between community consensus and brand theory
-the challenge of destination loyalty
-the challenge of branding funding
BRAND AWARENESS - Answer what all sales activity is based on
-the strength of the brand's presence in the mind of the target
-the goal is to be remembered for the reasons intended
-think of how new products get introduced
BRAN ASSOCIATIONS - Answer to increase familiarity wit the brand through strong
associations
-these aid consumers' information processing by providing linkages in their memory
-what is desired is that brand associations are strong, favorable and unique
BRAND RESONANCE - Answer the willingness to engage with a brand or destination
-sometimes measured through behavior - previous visitation to a destination
-sometimes measured through attitudes - intent to visit a destination in the future
BRAND LOYALTY - Answer the highest form of brand equity
-measured through repeat visitation and referrals
-key advantages of loyalty - lower marketing costs
Why tourists return to a familiar destination - Answer -reduced risk of an unsatisfactory
experience
-knowledge that they will find their "kind" of people there
2024-2025
CHAPTER 10 - Answer DESTINATION BRANDING
Brand - Answer name, term, sign, symbol, design or a combination of these elements
brands are intended to identify the goods/services of a seller and, to differentiate them
from competitors
Most national brands in the hospitality industry are less than - Answer 40 years old
brand name - Answer the part of the brand that can be vocalized
brand mark - Answer the part of the brand that can be recognized but is not utterable
trade mark - Answer the part of the brand that is given legal protection
the strongest brand sin the world own a place - Answer in the customer's mind
brand identity - Answer -internal organizational orietnattion
-self image
-aspired market image
-how a brand sees itself
brand image - Answer external market orientation
-actual image held by consumers
-how customers see a brand
brand equity - Answer =the balance sheet value of brands
-determining brand equity can be used as a gauge for marketing effectiveness
Why brands are increasing in importance - Answer -increasing global competition
-the internet
-commodification: product features can be quickly imitated and so do not provide a
lasting source of advantage
-The power of retailers - many arrange retailers have been developing their own labels,
which compete with brands. (this is not a significant issue for destinations)
-sophisticated consumers: access to increasing sources of product information
, (including pricing) and consumer advice
-Brand Extensions - major brands have capitalized on brand equity by extending their
range of offerings across categories and segments.
-media-cost effectiveness: the proliferation of new and niche media is resulting in a
relative decline in the effectiveness of traditional advertising
Why is destination branding complex? - Answer - destinations are far more
multi-dimensional than most services
-the market interests of the diverse group of stakeholders are heterogeneous
-the politics of DMO decision making can render the best brand theory redundant
-fine balance between community consensus and brand theory
-the challenge of destination loyalty
-the challenge of branding funding
BRAND AWARENESS - Answer what all sales activity is based on
-the strength of the brand's presence in the mind of the target
-the goal is to be remembered for the reasons intended
-think of how new products get introduced
BRAN ASSOCIATIONS - Answer to increase familiarity wit the brand through strong
associations
-these aid consumers' information processing by providing linkages in their memory
-what is desired is that brand associations are strong, favorable and unique
BRAND RESONANCE - Answer the willingness to engage with a brand or destination
-sometimes measured through behavior - previous visitation to a destination
-sometimes measured through attitudes - intent to visit a destination in the future
BRAND LOYALTY - Answer the highest form of brand equity
-measured through repeat visitation and referrals
-key advantages of loyalty - lower marketing costs
Why tourists return to a familiar destination - Answer -reduced risk of an unsatisfactory
experience
-knowledge that they will find their "kind" of people there
