Destination Branding

Hamdan Shaikh

1356

Nishant Pokale 1347

Rohan Haldankar 1322
Saish haridas

1324

Ankita Govekar

1321

Pooja parsekar

1341

INDIA

Famous Destinations
Gujarat
Goa
Shimla
Rajasthan
Madhya Pradesh
Mahableshwar
Kashmir

Bihar
The name Bihar is a derivative fromVihara, which means monastery.
True to its name and its rich cultural heritage, the state houses various
monasteries and it is famous for monuments belonging to various religions.
Bihar ineastern Indiais one of the oldest inhabited places in the world with
a history going back 3000 years.
Located in upper northeast corner of India and in the southern foothills of
the Himalaya Mountain Range, touching Nepal.
First known republics in the world, Licchavi, existed in the region
Lord Mahavira attained nirvana at Pawapuri, near Rajgir

Culture
Language:
Hindi,MaithiliandUrduare the official
languages of the state.
Majority of the people speak one of
theBihari languagesBhojpuri,Magadhi,
etc
Religion:

Cuisine
As traditional Bihari
society is influenced by
the Buddhist and Hindu
values, they are
predominantly
vegetarians.

One of the most remarkable thing

about this cuisine is "smoked food".
It refers to using smoked red chilli
to infuse a strong aroma in food.

 Festivals unique to Bihar are CHHATH, SAMA CHAKEBA.

Some popular folk dances are: sohrai nach, dhobi nach,

manjhi.

Famous tourist destinations

Bodhgaya

Nalanda

10

muchalinda-lake

jalmandir-temple
somnath temple

Patna Museum

Har Mandir Takht One Of The Four Sacred

Shrines Of The Sikhs

Mahatma Gandhi Setu

One of the longest river bridges in
the world

Specialities
River Gangaenriches the plains of the landlocked state
and contributes to the fertility of lands along with
riversKosiandGandak.
Mithila paintingsare a style of Indian painting, practiced in
theMithilaregion of Bihar.
Pitri Paksha Mela: It is a 15-day fair held on the bank of
RiverFalguatGayaduringPitru Pakshaevery year.

 The cattle fair at Sonepur

Current Scenario
No Brand Ambassador for Bihar: Deliberation between Rekha and
Javed Akhtar
Minor communal clashes.
the split of the rulingJD(U)with the BJP.
No ad campaign for Tourism
No support by Incredible India
Bihar tourism feels that state has numerous destinations of
tourist importance which may be presented as show case to
attract tourists.

Current Scenario
The hotel accommodation in Bihar is grossly
inadequate
Buddhist circuit lacks deluxe hotels and even good 3
star hotels which often becomes a problem for the
visiting tourists.
The cattle fair at Sonepur: ignorance and carelessness
or improper strategy of development.
The classical dances of Bihar is also famous i.e. Chhau

Issues & Problems

(i) Lack of security and safety measures
(ii) Lack of tourism infrastructure such as tourist
information centres.
(iii) Lack of adequate transportation system
(vi) Deficiencies in infrastructure especially connectivity
and accessibility.

Destination Branding
Branding creates awareness and that first idea about a
destination in the consumers mind.
Brand Positioning :
Do not try to be all things to all people.
This is not differentiating destination brand from
competition.
In fact we have tried to create a unique position in the
mind of consumers.

Creative Strategy:
Building Brand Image: Creative packaging of value proposition.
Emphasizing Benefits &USP: Detailed depiction of cultural nuances,
vibrant festivals & unique aspects of the state.
Offering a range of destinations: Diversity & unique mix in terms of
geographies, festivals, culture & traditions etc.
The Target Group: Indian Families and other neighbouring states and
foreign tourist.
The Focus should be to attract the tourists who visited the regions
like Rajasthan or Goa.

BIHAR mein hai BAHAAR

OR
Bihar - Abode of
Enlightenment and
Bliss

Logo & Tagline

 Bihar should be branded as a premier Global Buddhist destination.

Taste of spiritual tourism.
Bihar should focus on its Buddhist heritage and past and develop
deep linkages with countries of East and South East Asia.
Converting Bodhgaya into an international religious city would go a
long way in making it an international spiritual destination.
Bihar should brand itself as 'Vibrant Bihar' or Bihar- Abode of
Enlightenment and Bliss'.

 While Vibrant Bihar should be the positioning for the State as a whole.
Positioning for branding the tourism line of Bihar- Abode of Enlightenment
and Bliss'.
The word Enlightment/bliss will be a conscious effort to metaphorically
signify the diversity/Rich history as the core value proposition generating
an enduring association with the brand.
Another objective is to highlight Bihar as a unique mix of varied tourism
destinations and festivals since the state was rich in its offerings
consisting of monuments, festivity, religion, food, history, handicrafts etc.
The archeological & historical value of the heritage (finest of Mughal and
Hindu architectural styles)

Promotion
A 360 degree launch plan should be designed adopting
a multi-pronged strategy for communication.
Sonakshi Sinha as brand ambassador to promote the
state.
If the branding could translate to recall, it would
eventually lead to footfalls.
MediaTv, radio, print and outdoor advertising
Adverstising Internationally major in-flight and travel
magazines of repute;
Run campaign on channels such as CNN, Sky News, etc
Joint promotions: MoUs with fellow state tourism boards.

 Below the line communication (BTL):

Road shows: Road shows must be organised in neighbouring
states
Sound and light shows, summits, activations & press meets
aimed at creating awareness.
Metro train branding: Bihar Tourism ads should cover Metro
coaches spreading the flavours of Bihar across Delhi.
Digital Marketing: Website, Facebook page & content marketing.
Embedded Adversiting: films (tax credit) etc.

Suggestion
There is a necessity to build star category hotels
Comfortable rest houses loaded with basic amenities on
highways would be created with public and private
investments.
Build Heritage hotels in Bihar.
Developing two districts which have the potential to
attract eco-touristsMadhubani, which is home to
Madhubani paintings, and Bhagalpur, which is famous
for home made khadi and silk.
e-kiosks at Madhubani railway station to provide
information on the art and its availability.
Tie up with Discovery/TLC channel for programmes that
showcase Bihar globally.

 Apart from that, the wild life and birds sanctuaries held vast potential for eco-tourism eg

Valmikinagar Tiger Reserve and the Black-Buck Safari.

But, the tourism potentials of the state for generating much needed income and

employment remains under-utilised.

It should consider hosting Global Buddhist Conference on a regular basis annually.

Cultural Centres
Amba Chowk (Muzaffarpur distt), Deo(Aurangabad) etc centers have a great deal of

potential for spreading cultural awareness among people and promoting tourism through
culture.
Health Tourism
The hot springs containing sulphur cures physical ailments and promotes good health.

Two hot spring sites i.e, Sitakund and Makhdumkund have identified for establishment of
health resort.

CONCLUSION
Destination branding is about how consumers perceive
the destination in their minds.
Branding a destination is not just about creating a logo
or slogan.
It is about capturing the distinct elements of the
destination in the brand and communicating them
through brands component that is its identity, image,
culture .

 Managing these component in order to create a unique

position of the destination in the mind of consumers is
called Brand positioning.
With continuous increase of internet usage among
travelers, online branding has become very important .
Websites can be the communication tool that can move
the consumers mind from brand awareness to brand
preference and finally to brand loyalty.