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Branding a small scale destination
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De individuele opdracht van Destination Management minor jaar 3 op Inholland.
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Branding a small-scale destinationPutte
Dana Fokkens
613959
Destination Branding
18th of January 2021
Zac Woolfitt
,Word count: 6504 words
613959
DITMEFT3DM
Destination Management
Diemen
Table of content
Introduction.................................................................................................................................................. 4
,Chapter 1: What is destination branding?....................................................................................................... 5
Chapter 2: Destination audit.......................................................................................................................... 6
2.1 Ritchie and Crouch..........................................................................................................................................7
Physiography and climate....................................................................................................................................7
Special events.......................................................................................................................................................7
Accesibility............................................................................................................................................................8
Carrying capacity..................................................................................................................................................8
2.2: The character of Putte...................................................................................................................................9
2.3: SWOT analysis.............................................................................................................................................10
Chapter 3: Segmentation analysis................................................................................................................ 12
3.1 Target group.................................................................................................................................................12
3.2 Kotler............................................................................................................................................................12
Chapter 4: Competitor analysis.................................................................................................................... 13
4.1 Baarle:...........................................................................................................................................................13
4.2 Essen:............................................................................................................................................................14
Chapter 5: Stakeholders............................................................................................................................... 15
5.1: Stakeholders................................................................................................................................................15
5.2: Stakeholder opinions...................................................................................................................................15
Chapter 6: Brand development.................................................................................................................... 16
6.1 First logo.......................................................................................................................................................16
6.2 Second logo...................................................................................................................................................17
6.3 Final logo......................................................................................................................................................18
Chapter 7: Branding strategy........................................................................................................................ 19
Strategic message...............................................................................................................................................19
Strategic goals....................................................................................................................................................19
Integration of the brand.....................................................................................................................................19
Conclusion................................................................................................................................................... 21
Bibliografy................................................................................................................................................... 23
Images:........................................................................................................................................................ 24
Personal reflection....................................................................................................................................... 24
, Introduction
For every destination it is important to have enough visitors, not only to benefit from the
tourists, but to show what the destination has to offer and where it stands for. This can be
shown in a clear brand which will attract the chosen target group.
During the second semester of the minor Destination Management at Inholland, a small-
scale destination needed to be branded.
For this assignment, it was easier to brand a destination where there is a personal
connection with. In that way, there is already some knowledge, and this can be used during
the process of developing a brand.
This report is written for the municipality Woensdrecht, where Putte is situated in. With the
information in this report, Putte can create a brand to make it visible for the potential visitors
to attract them.
In the first chapter, general information about destination branding will be given. This will be
done by using the branding process.
In the second chapter, information about Putte will be given. This will be done by using the
Ritchie and Crouch model. Also, the character of the destination will be described.
In chapter 3, the right target group for Putte is described by describing their wishes and
needs.
In chapter 4, two competitive destinations of Putte will be described. Also, different aspects
of these destinations where Putte can learn from are described.
In chapter 5, different important stakeholders for Putte will be described. Different ideas and
suggestions have been discussed with these stakeholders and described.
In chapter 6, the new brand for Putte will be developed according to feedback from different
stakeholders.
Chapter 7 will give information about the strategy
At the end, a conclusion about the branding process will be given.
Lastly, the researcher wants to thank all the stakeholders which were very helpful during the
process.
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