KOREA DELIVERING ON ITS BRAND PROMISES
In order to stimulate awareness and demand for tourism, branding seems to be the new key to success for destination marketers. However, it can also be a dangerous option if the travelers experience is not consistent with the brand promise, which should express the realistic benefits and experiences to be expected when visiting a country. For example, Korea is often marketed as one of the leading IT countries to foreign audiences. However, from a visitors perspective, the frequent incapacity to experience these local technologies first-hand, often due to the lack of compatibility with global standards or translation, can be a source of dissatisfaction and frustration, hence a threat for the brand itself and the perceived image of the country as a whole.
The consistency of a brand promise relies on the correct balance between the way the promise is interpreted by the customers and how it is conveyed by all related industries on the ground. As a consequence, a brand promise should generate fascination while preventing disillusion.
Expectations vs. Reality
Initial perceptions may in part be credited to the National Branding process and its educative approach. This initial mental representation of the country is rather passive yet it generates some real expectations. For example, by introducing the Seungmu dance, the new promotional video Korea, Be Inspired (from the Korea Tourism Organization) may trigger curiosity. Without necessarily inviting people to visit Korea, it catches their attention and draws it towards the country and its characteristics. This first step logic may lead to a desire to experience the country, materialized by travel.
We at Branding Korea believe this awareness-raising approach is a sound starting point since it resonates with the need for Korea to be known as a country before being a tourist destination. If the desire to travel is materialized, then the Korea brand promise can be experienced while the tourist is in Korea and may be inspired by intangible assets and values such as spirituality, dynamism and friendliness.
It is therefore crucial to build synergies between both aspects of National Branding, information and promotion, where each benefits from the other in a virtuous cycle. In the long term, this holistic approach can create an efficient and sustainable Brand development strategy.
The Benefits of Building Synergies
Through sincere and transparent communication, Korea can be in a position to align its brand promise with the whole visitor experience instead of just focusing on increasing the number of inbound travelers. This consistent approach might be the foundation for a Strong National Brand Storytelling with sustainable values and objectives (as opposed to multiple short-term strategies).
Connecting marketing messages to customers experiences can be successfully applied to any form of tourism, as well as Conferences (MICE) or Foreign Direct Investment (FDI). In return visitors will surely share their positive feedback with members of their communities and networks, hence strengthening the positioning of Korea as a viable tourist destination as well as a truly global nation.
Article by Branding Korea team (http://brandingkorea.org)
Since the official opening of the Presidential Council on Nation Branding in January 2009, South Korea has launched a number of actions and projects aimed at improving its global image and international status.
Branding Korea is non-governmental initiative created by a team with both Koreans and expats, specialists and enthusiasts of the advertising and tourism industries. We will monitor an discuss the strategies, activities and challenges of positioning Korea internationally. You will find comments, analysis and perspectives on the multiple strategies & initiatives aimed at building a strong, comprehensible and unique National Brand.
We envision this site to be a place of discussion to help and support Korea position itself and implement effective strategies to boost tourism, trade and Koreas national identity. Therefore, we welcome new ideas and encourage you to participate in this initiative by sharing your thoughts and opinions in the comments sections.
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