Destination Branding
Introduction
The city of Mombasa is found in the Eastern African country of Kenya. The city is found on the shores of the Indian Ocean and has a total land area of approximately 114 square miles. Mombasa is the second largest city in the country of Kenya and is well known as a business and tourism hub, being the location of one of the major ports in the region as well as numerous sandy beaches and having favorable weather for most parts of the year. (mombasainfo, 2012)
The city of Mombasa was chosen for this project as it provides a good example of a destination that has a lot of raw potential and the ability to grow into a globally acclaimed tourist destination, but has not reached its full potential due to a myriad of reasons. Its diverse sceneries and numerous options in terms of activities means that the city can easily be rebranded into a destination that can appeal to fully independent as well as group independent travellers and also cater to the needs of a wide demographic. The current branding of the destination has focused on only a small scope of the activities that the city can offer it does not give the full picture that the City of Mombasa is not just a place to go for a swim on the beach but rather offers much more. (Holst)
Literature
The concept of place branding has risen with the globalization of the world’s economy. The increase in mobility for both people and resources has meant that the traditional perceptions of certain countries, regions or destinations are steadily being challenged as new players come into the field. Place branding refers to the creation of an image or perception of a certain location in order to sell whatever products or services that the location has to offer. It can be compared to contemporary product advertising except that in this case it is not one brand name or product that is being pushed; rather it is a whole region or area, encompassing all that the location has to offer as a whole. (Aaker, 2004)Proper place or destination branding does not only create a good image of the targeted destination but also creates demand or a need for people to want to go to the particular destination. Place branding has been separated from simple marketing of a place which refers to the advertising and selling of the what the destination has in terms of sights, sounds and economical capabilities; branding means creating a distinction between the location and others. A brand is unique to a certain product and it is what separates it from other similar products and therefore entices consumers to choose the particular product as opposed to others. It is this same way that creation of a place brand means that the destination is made unique in the eyes of the consumer: it paints a picture of the destination being the answer to all the needs of the potential consumer. (Aaker, 2004)
A brand strategy is the long term plan that is drawn up in order to define how the brand is going to be supported and growth achieved. It is squarely based on an assessment of the target consumers wants and needs as well as other characteristics that may influence their decision making processes. A good brand strategy is one that is built around the potential consumer and therefore the information that is passed on to these consumers is not only relevant but also given in a manner that they will relate to. A good brand strategy is crucial in place and destination branding in order to sell the right experience or service to the right people. (Ludlow, 2002)
Brand image is a concept that might be hard to clearly define mainly because it does not refer to a tangible or measurable set of data. A product’s or in this case a country’s brand image refers to the perception or view that people or consumers have of the product or country. It tries to define the beliefs that the consumer has pertaining to a certain product and what these consumers associate or expect from the product. In this scenario, a destination’s brand image refers to what a potential traveller to the place expects to gain from their trip. This is created as a result of information that the “consumer” has received from various sources be they formal or informal. A brand image is crucial to selling any product and similarly in selling any destination, this is because once a place has a positive or favorable brand image, more and more people will want to go and see and experience firsthand what they have heard or expect. It creates a demand which is what branding seeks to do. It is also important in that maintaining a destination’s brand image is important as peoples’ beliefs can quickly be changed due to various reasons. The brand image of a destination is formed through various factors such as the political stability and social tolerance of and area as well as the infrastructure, events and activities available in the area. (Wernick, 1991)
The brand identity of a product is the tangible representation of the said product, it consists of the name, trademark, visual representation and appearance and other outward expression of the product. It can be seen as one of the main ways in which a brand owner can help formulate a positive brand image in their consumers’ mind. In this light, a destinations brand identity is basically how the parties responsible for branding the area paint an image of the destination. It encompasses all the visual and other media that can be used to exclusively market the destination. (Fan, 2002) Elements of a places brand identity could be the flag, a national well known symbol, a specific landmark or even a phrase or saying that is linked exclusively with the destination and therefore when seen or experienced by a consumer, it is directly related to the place. A good place brand identity is one that has been put out in such a way that the consumer cannot confuse the origin of the specific element: they immediately think about the destination. (Moilanen, 2008)Places should look for unique brand identities that are not seen as being too similar to other destinations, this is because if a consumer knows that they can get a certain product or experience in one location (as per the information they have gotten from the communication via brand identity) and then a new location or place comes up with the promise of the same experience but for some reason seemingly better either economically or with fringe benefits, then the branding will seem to favor the competitors. A situation where there is brand parity is not a good one when it comes to places and destinations. (Holt, 2004)
The position of a brand goes hand in hand with the brand identity. The brand position’s goal is to convince the potential consumer to choose this particular brand as opposed to any competition that might be out there. In the case of place branding this means making sure that the destination in question is seen as the best alternative in a market that might be awash with substitutes. Good brand positioning ensures that the consumers choose the brand first and foremost as opposed to any other. (Ludlow, 2002)
The terms re-branding, re-positioning and re-adjusting all refer to the analysis of a current method of pushing a brand and then changing certain aspects of any of these in order to increase the overall success of the brand. It starts when a fault or a certain niche in the current strategy is seen and the decision to correct this fault is reached. As a result the brand owners seek to put in place a different way of doing things in order to improve efficiency. This is the process of developing a new brand. (Holt, 2004)
Status quo
The City itself is located on Mombasa Island which is separated from the mainland by the Tudor Creek and Kilindini Harbor. The island is connected to the mainland by the Nyali Bridge, the Likoni Ferry and the Makupa Causeway. There is also the Kenya-Uganda Railway that runs from the Port itself. The Port is important and used by both Kenya and landlocked countries in the region, linking them all to the Ocean
Mombasa City has been traditionally branded as a strictly tourism oriented destination focusing on the city’s beaches and marine life. Almost all traffic to the city from outside sources has been to enjoy the coast. The other attraction that has been used to bring visitors to the city has been the culture of the people there that has grown over centuries. The city was the center for Arab trade between the 8th and 16th century and Arab traders frequented it in order to acquire various goods such as ivory and other animal products as well as slaves. In turn they brought precious stones from their countries or countries that they had visited along the way and other goods to trade with such as herbs and spices. A lot of Arab traders settled in the region during this time and their influences can be seen in the buildings and cultural traditions of the people in this area. The Portuguese too took interest in the island and since the arrival of Vasco da Gama in 1498 began making it a base for their operations in the Eastern African and to some extent the Greater Continent. Control of the City was switched back and forth between the Arabs and Portuguese and even later to the kingdom of Zanzibar until it was taken over by the British colonialists and made the capital of the British East Africa Protectorate from 1887 to 1907. The City is also home to the region’s biggest sea port and serves as a crucial trade stop for many of the countries in the region not just Kenya. (Thoya, 2003)
The current situation of the city of Mombasa is that it has had only a relatively small scale marketing reach. This can be credited to lack of a proper marketing strategy or the lack of resources to launch a formidable marketing campaign. However the middle sized city is the perfect example of how choosing only traditional marketing methods does not lead to the attaining of the full potential of the destination.
The brand image of the City has been painted as a place to relax and be free while interacting with the ocean and marine life. The cultural element has also been exploited and many tours are not complete without a trip to various cultural sites such as Fort Jesus or the Old Town.
The streets are alive with the bright colors of the traditional coastal khanga and kikoy, the all-purpose wrap around cloth worn by both men and women. At the water’s edge is Fort Jesus, an imposing fort that stands watch over the harbor. The high gun turrets, battlements and underground passages of this 16th Century Fort were the center of a historic struggle for control of the Kenya coast between the Portuguese army and the Shirazi Arabs.
Mosques, Hindu Temples and Christian churches surround streets that thrive with a world of cultures. Mombasa is a place where both history and progress are greatly valued, where a busy harbor existence is lived at its own unique, tropical pace.
Destination Assets
The tamarind dhow: which is a scenic trip aboard a traditional Arab boat called a dhow. The boat ride gives people a chance to see the marine life as well as enjoy the traditional food of the region as there is food served aboard. There is also a short after dinner show put on by the sailors in order to showcase a small part of their heritage.
The Bombolulu Cultural Site, a hub for seeing all the music, dance and theater that the region has to offer. The cultural center also has numerous gift shops and stalls that allow visitors to purchase local curio items from the artisans themselves. These products are a major income earner for the local people.
Mombasa City itself: the City itself has various sites of interest such as Fort Jesus, a remnant of the wars the Portuguese and Arabs fought the old town which is a burrow of the city that has maintained the traditional architecture as well as a great part of the people’s traditional culture, Tudor Creek and the town’s famous floating market.
The Ngomongo Cultural Experience is also another area of interest for any person wanting to learn a lot more about the traditions and cultures of the city. Ngomongo is a collection of 10 diverse rural Kenyan Tribal homesteads, each complete with huts, cultivated crops, and domestic and wild animals.
The city is also home to the Kisite-Mpunguti Marine National Park. This marine park provides visitors with a chance to view some of the Indian Oceans most magnificent and beautiful fish and other marine animals. The park is found in the city environs and this means that it is convenient to travel to.
The city is also a center for business and trade, numerous office blocks are found in the main business district and there are also a lot of industries that have taken advantage of the port to set up shop in the area. Its location as well as the trading tradition that the city has means that many multinational companies have found it as the best choice for basing their operations in the region; it also has favorable policies that encourage entrepreneurship and setting up of new businesses.
The presence of numerous methods of transport is also a valuable asset that the city has. This is because the city is linked not only to other parts of the country but also the globe as a whole. There is a fully fledged International Airport in the city as well as the largest sea port in the region. There are also train stations and many vehicle termini that serve to facilitate transport for both people and commodities. Within the city itself there are also numerous methods of transport such as the rickshaw taxis as well as the public mini vans locally known as matatus. This means that mobility between different places in the town is relatively easy.
In general, the city is a good destination for not only conventional tourism but also for business and entrepreneurship. The city has great potential not only to grow as a formidable tourism powerhouse in the region but also as a center for economic activity and growth. It can be the poster child for the perfect balance between an urban economic center but still retaining its traditional heritage and culture.
Future
The future of the town in terms of rebranding and painting a new brand image must have a multi-pronged approach. The town must be branded not only as a traditional tourist destination where people can come in groups or as individuals to enjoy short or medium length holidays but also as a place which can sustain business and economic tourism as well as other attractions such as extreme sports and anthropological tours.
The city’s lesser known attractions such as the wildlife park as well as the birdwatchers range should be given more coverage. These should be put together with the current attractions and the wildlife assets of the city marketed as part of a comprehensive package: a place where a wide variety of flora and fauna can be experienced within a small geographical area.
The economic assets of the destination should also be used to create the place brand of the city. Mombasa has the capacity to house a large variety of businesses as well as facilities to cater to business tourism such as conference facilities and resorts. These facilities should be developed and marketed extensively so that the city can create an image not only as a destination for play but also one that can promote work in a very conducive and pristine environment.
The infrastructure of the city could also be improved and this would mean that the image of the city as a powerhouse would be cemented. Improved facilities means that more and more people will feel comfortable investing their time and resources and even considering relocating to the city as they will be able to find all the things that they desire in one place.
The city should also seek to put out its brand identity and make sure that the symbols that it uses are unique and therefore position the brand better than other destinations whether in the region or in other parts of the world. A solid and visible brand identity will help potential visitors and investors keep the city in mind whenever looking for new alternatives for locations is it for holiday or for economic activities.
The rebranding process should be done in a systematic way in order to make sure that the target audience, which is quite a wide demographic, all gets specific advertisements or targeted marketing that, will serve to show them that the destination has the capacity to cater for all their needs. This could also be marketed as a package in which different demographics can be bundled together and all the different age groups and preferences of the people can be catered to. This could especially be done when branding the family holiday tours that the city offers.
In this view city has great potential to be branded as an all-round destination and therefore should not be pigeonholed into only focusing on one aspect or specific area of place branding. (D’Alessandro, 2001)
Reflection
The port city of Mombasa is one of the destinations that have the greatest chances of being global powerhouses in terms of commerce as well as tourism. This is because it is a city greatly blessed with natural recourses as well as a rich history that has already given it a good footing in terms of reputation and brand image. The custodians of the city should therefore seek to bring out all the modern aspects and benefits that the town has to offer while still retaining its cultural and historical heritage. This will serve to make sure that the rich anthropological history will not be lost to the rapidly urbanising city.
With proper rebranding the city could grow to be a regional centre for economic and tourism activities. (Moilanen, 2008)
Pictures and tables
Marine life and Fort Jesus, an example of some of the images that could be used in the branding of the destination
Some of the organizations that deal with tourism in the city of Mombasa
The flag of Kenya and the crest of the City of Mombasa, both useful brand imaging tools
Summarized statistics of Mombasa city
Size 10 to 15 miles (16 to 24 kilometers) wide Population 500,000-900,000 Religion Christianity, Islam and other minority religious groups Language Swahili and English Exports Tourism, Coffee, Tea, Cement and Cotton Climate Tropical Climate with temperatures varying from low 20’s to high 30 degrees Celsius Rainfall 40 inches (1,000 millimeters) a year Currency Kenyan Shilling (Ksh) Time Difference 3 Hours ahead of Greenwich Mean Time. Electricity Voltage 220/240v Distance From Nairobi (capital city) 487kms Neighboring Towns Malindi (1 hour away) Watamu (2 hours away)
Works Cited
Aaker, D. A. (2004). Brand Portfolio Strategy. New York: Free Press.
D’Alessandro, D. (2001). Brand Warfare. New York: McGraw Hill.
Dinnie, K. (2009). Nation Branding. Concepts, Issues, Practice. Oxford: Butterworth Heinemann.
Fan, Y. (2002). The National Image of Global Brands. ournal of Brand Management, 180-192.
Fort Jesus, Mombasa. (n.d.). Retrieved March 23, 2012, from UNUESCO.org: http://whc.unesco.org/en/list/1295
Holst, B. (n.d.). A Rapid Urban Diagnostic and Proposed Intervention Strategy for DIG in Mombasa, Kenya. Retrieved March 23, 2011, from http://www.urbisnetwork.com: http://www.urbisnetwork.com/documents/Mombasa_003.pdf
Holt, D. (2004). How Brands Become Icons: The Principles of Cultural Branding. Harvard: Harvard University Press,.
Ludlow, C. (2002). Inclusive Branding: The Why and How of a Holistic approach to Brands. Basingstoke: Palgrave Macmillan,.
Magical Kenya. (n.d.). Fort Jesus, Mombasa – a UNESCO’s World Heritage site. Retrieved March 23, 2012, from Magical Kenya: http://www.magicalkenya.com/index.php?option=com_content&task=view&id=831&Itemid=193
Moilanen, T. (2008). How to Brand Nations, Cities and Destinations. Basingstoke: Palgrave Macmillan.
Mombasa Old town. (n.d.). Retrieved March 23, 2012, from Unesco.org: http://whc.unesco.org/en/tentativelists/883/
mombasainfo. (2012, January 21). Retrieved March 23, 2012, from Mombasainfo.com: http://www.mombasainfo.com/
Olins, W. (2003). On Brand. London: Thames and Hudson.
The Columbia Encyclopedia. (2011, March 23). Mombasa. Retrieved March 23, 2012, from The Columbia Encyclopedia: http://www.encyclopedia.com/doc/1E1-Mombasa.html
Thoya, F. (2003, November 19). The restless ghosts of Mtongwe. Wednesday magazine.
Wernick, A. (1991). Promotional Culture: Advertising, Ideology and Symbolic Expression. London: Sage Publications.