City of Worcester Report Assignment Example | Topics and Well Written Essays - 2500 words

City of Worcester Report - Assignment Example A critical review of the literature on the aforementioned will serve to outline the nature of tourism marketing and, in so doing, identify the core objectives and components of the City of Worcester's tourism marketing plan. The report will conclude with a set of best practice recommendations, specifically addressed to the City of Worcester. Branding is a managed process to serve consumers, create identity for goods and services, and differentiate goods and services from competitors (Kotler, 1994; Kapferer, 1997). Branding is a powerful means for creating competitive advantages in marketing corporations, products, and services. Cai (2002) acknowledged that branding is the single most important objective of marketing today. The ability to create value by developing and maintaining the attributes that appeal to consumers emotionally has become a main focus of branding (Knowles, 2001). Therefore, branding refers to the process of transforming functional assets into relationship assets (Knowles, 2001) or the process of adding meaning to consumer products (Aaker, 1991). Branding has developed into a modern concept that can be applied to anything from products and services to companies, not-for-profit causes, and even countries (Clifton, 2003). Modern branding is concerned increasingly with assembling and maintaining a mix of values, both tangible and intangible, which are relevant to consumers and which meaningfully and appropriately distinguish one supplier's brand from that of another (Murphy, 1998). Emotional benefits over and above a product's functional benefits are emphasized increasingly in the branding process. Branding is a powerful means of differentiation, and differentiation is a significant competitive positioning strategy (Pappu, Quester, & Cooksey, 2005). Berry (2000) noted that "a brand reduces customers' perceived monetary, social, or safety risk in buying services, which are difficult to evaluate prior to purchase" (p. 128). Due to greater opportunities to visit a variety of destinations, places are becoming increasingly substitutable and difficult to differentiate (Pike, 2005). 2.1 Destination Branding Travel destinations, just like other consumer products, have had to turn to branding to identify and distinguish themselves and to convey a positive and motivating message (Aaker, 1991). Although branding is a relatively new concept in tourism marketing (Cai, 2002; Pike, 2005), branding's extension into tourism destination management is expanding (William, Gill, & Chura, 2004). Consumers increasingly recognize that a destination can also be a perceptual concept which can be interpreted subjectively through the experience process (Buhalis, 2000). A strong and lasting destination experience for tourists, if appropriately managed, can act as a foundation for building destination brands (Hall, 2002). Buhalis (2000) states that destinations offer an amalgam of tourism products and services which are subsumed under the name of destination brand. Also, Murphy, Pritchard, and Smith (2000) noted that a tourism