Business branding:
Cultivating a strong identity that attracts both
locals and tourists
Sarona E. Romer
3rd year Bachelor's in Business and
Management Studies with a Major in
Marketing
Liandrys Bekeer
3rd year Bachelor's in Business and
Management Studies with a Major in
Marketing Management
Shuhena Thielman
3rd year Bachelor's in Business and
Management Studies with a Major in
Marketing Management
Keywords
Branding Marketing, Curaçao, Brand equity
Published: 06/30/2023
Table of Contents
Abstract
03
Introduction
04
Literature Review & Theoretical Framework
06
Methodology
09
Conclusion
12
References
13
Business Branding: Cultivating a strong identity that attracts both locals and tourists
02
Abstract
The abstract section of the report provides a concise overview of the key points and findings
discussed within. This research focuses on the topic of creating and maintaining a strong brand
identity that resonates with both local customers and tourists. It explores the significance of
branding in this process and its impact on brand equity. Through a comprehensive review of
relevant literature, the study examines recent trends and strategies employed by local companies
from 2020 to 2023 to craft compelling brand identities. Additionally, it delves into the link
between branding and brand equity, highlighting the importance of branding in shaping consumer
perceptions, fostering loyalty, and driving business success. The findings underscore the critical
role of branding in establishing a distinctive and memorable brand identity that connects with
customers on both emotional and functional levels. By understanding and implementing effective
branding strategies, companies can enhance their competitive edge, attract a wider audience, and
foster long-term customer relationships.
Branding: Cultivating a strong identity that attracts both locals and tourists
03
Introduction
In today's dynamic business landscape, local companies on a global scale face the challenge of
creating and maintaining a strong brand identity that resonates with both local customers and
tourists. The ability to capture the attention and loyalty of these diverse audiences is essential for
sustained success and growth. Recent trends and strategies employed by businesses on a global
scale from 2020 to 2023 highlight the evolving landscape of brand identity in the context of local
businesses. This introduction explores the importance of authenticity, the rise of digital
engagement, personalization and targeted messaging, sustainability and conscious consumerism,
and experiential branding and storytelling as key elements in crafting compelling brand identities.
In recent years, authenticity has emerged as a vital element in brand identity. Customers, both
locals and tourists, seek genuine and meaningful experiences that align with their values.
According to a study discussed in the Harvard Business Review (Georgiou, 2022) reinforced that
customers prefer companies that value openness, relevance, empathy, experience and emotion.
These are all qualities that signify honesty in a brand (Georgiou, 2022). Audiences increasingly
seek authenticity in brand messaging, with 90% of consumers considering it important when
choosing which brands to support (DeGruttola, 2019). Marketers also acknowledge the
significance of authenticity, with 83% stating its importance to their brands. However, there is a
disconnect between marketers' perception and consumer sentiment, as 51% of consumers believe
that less than half of brands create content that resonates as authentic.
The researchers are aware that although their professor would like not to talk about the COVID-19
pandemic, it should be acknowledged as it did have an impact on the future that we now recognize
as the present. One of the lingering effects of the epidemic, as the world tries to move past it, has
been a stronger uptake of digital technologies in many sophisticated economies (Jaumotte et al.,
2023). When examining how people have changed, it can be claimed that suddenly more and more
firms were being founded that operated entirely through social media. For instance, people began
to sell homemade goods on Facebook or Instagram, such as food, clothing, and cosmetics. To this
day, individuals as well as companies are making sure that their presence online does not go
unnoticed.
Furthermore, personalization has changed the game for companies wanting to boost their digital
marketing efforts, claims Huizinga, J. (2023). Businesses can enhance engagement, increase
conversions, and raise overall customer happiness by customizing a website's content and features
to each visitor's specific requirements and preferences that can meet each customer’s needs. The
research question that the researchers will be answering is; “How can local companies create and
maintain a strong brand identity that resonates with customers”
Branding: Cultivating a strong identity that attracts both locals and tourists
04
Introduction
As mentioned in the introduction, the researchers want to find out more about the methods of
digital marketing that Aruba is using in order to compare it to Curaçao. In this section they will
elaborate on the methods that Aruba is using, what methods Curaçao is using, the difference
between these two usages, and how the use of digital marketing can improve for Curaçao.
Business Branding: Cultivating a strong identity that attracts both locals and tourists
05
Literature review & Theoretical Framework
In the realm of marketing, branding and brand equity are intrinsically linked, as branding plays a
pivotal role in building and enhancing brand equity. Brand equity represents the value and strength
of a brand in the eyes of consumers and is influenced by various factors such as brand awareness,
brand associations, brand loyalty, and perceived quality. A well-executed branding strategy
contributes to the development of positive brand associations, enhances brand awareness, fosters
customer loyalty, and positions the brand as a reliable and desirable choice. In this section of the
literature review, the researchers will delve into the significance of branding in order to know how
local companies can create and maintain a strong brand identity that resonates with customers.
In order to grasp the significance of branding, it is essential for researchers to emphasize the
concept of brand equity. Brand equity can be likened to a valuable image (figure 1) that represents
the accumulated perceptions, associations, and experiences that consumers have with a particular
brand. This image is influenced by factors such as brand awareness, perceived quality, brand
loyalty, and brand associations. Just as a strong and well-crafted brand can build positive brand
equity, a weak or inconsistent brand can erode it. The researchers will delve into the exploration of
brand equity to shed light on how branding plays a crucial role in shaping and enhancing this
valuable image, thereby driving customer perceptions, preferences, and behaviors towards the
brand.
Figure 1.
Business Branding: Cultivating a strong identity that attracts both locals and tourists
06
Through analyzing the picture provided, figure 1, it becomes evident to the researchers that the
link between branding and brand equity is crucial in driving the perceived value and strength of a
brand among consumers. The picture showcases various elements of branding, such as the logo,
tagline, and visual design, which are all carefully crafted to communicate the brand's identity and
differentiate it from competitors. These branding activities directly contribute to shaping the
consumers' perception of the brand, influencing their attitudes, preferences, and behaviors towards
it. The brand's ability to establish a unique identity, create positive associations, and consistently
deliver a compelling brand experience reinforces its position and increases its brand equity. As a
result, the brand enjoys greater customer loyalty, pricing power, and market share, highlighting the
significant role that branding plays in building and enhancing brand equity.
Chapter 2.1. Problem statement
Local companies face significant challenges in establishing and maintaining effective business
branding strategies. These challenges arise from a variety of factors, including limited resources,
difficulties in differentiating themselves from competitors, and inconsistent branding. As a result,
they struggle to attract and retain customers, hindering their growth potential and potentially losing
market share to larger, more established brands (Gehman et al., 2020; De Clercq et al., 2021).
The problem at hand centers around the need for thorough research that investigates the impact of
a lack of brand awareness on local companies. Local companies often operate with constrained
budgets and limited access to marketing and branding expertise. They struggle to allocate enough
resources to develop and implement comprehensive branding strategies, impeding their ability to
effectively communicate their value proposition and differentiate themselves from competitors.
Such resource limitations affect building relationships with local customers and also international
customers in the long run. Therefore, there is a pressing need to address the following key issues
in business branding for local companies (Yousefi, R. 2020):
Lack of Brand awareness:
Due to limited advertising and promotional opportunities, many local companies struggle to gain
visibility and recognition within their target markets. They face challenges in reaching their
intended audience and fail to create a strong brand identity, resulting in low brand awareness and
customer engagement.
Limited branding
Local companies frequently face difficulties in maintaining consistent branding across various
touchpoints, including their official website, social media pages, and physical stores.
Business Branding: Cultivating a strong identity that attracts both locals and tourists
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In an increasingly digital landscape, companies lack the necessary skills and resources to
effectively leverage digital marketing channels and technologies, missing out on potential
customers, reaching them, and building brand loyalty.
Brand positioning and differentiation
Most of the local companies often operate in highly competitive markets with multiple players
offering similar products or services. Local companies struggle to differentiate themselves
effectively, leading to a diminished competitive advantage.
The researchers will explore local brands ' challenges through research methods (in this case,
interviews). In addition, the study will investigate the role of social media platforms in enhancing
branding strategies for local brands.
The researchers hope to provide valuable insights and actionable recommendations for local
brands, marketers, entrepreneurs, and managers to optimize their branding strategies and improve
customer relationships. By customizing these practices better to suit the specific needs and
characteristics of local brands, researchers aim for this analysis to contribute to customer-centric
approaches in a more advanced way. In the long run, this will empower local brands to effectively
compete and thrive within the local business landscape and in the marketplace. To further optimize
their branding strategies and improve customer relationship outcomes by identifying branding
practices that are most promising and successful in enabling consistent branding within the local
market of Curaçao.
Chapter 2.2. Objectives
Local companies in Curaçao are actively working towards fostering stronger connections with
customers and attracting a wider audience by carefully considering their brand identity. They are
embracing authenticity, leveraging local cultural elements, and highlighting the island's unique
offerings to create a brand experience that resonates with both locals and tourists. Additionally,
there is a conscious effort to incorporate sustainable practices and promote responsible tourism,
reflecting the growing awareness of environmental and cultural preservation. By strategically
crafting their brand identity, companies in Curaçao are positioning themselves to establish
enduring connections with their customers and stand out in a competitive market. When it came to
figuring out how to stand out to both visitors and locals, Panaderia Isa and CurAloe are two
businesses that the researchers have worked with. Projects were carried out to demonstrate how
they could best appeal to both residents and tourists in order to differentiate themselves from their
rivals. However, there are numerous start-ups on the island, and the researchers think there are
some factors to take into account to ensure that they continue to stand out while expanding.
Through this research the researchers hope to discover whether the loca companies are being
Business Branding: Cultivating a strong identity that attracts both locals and tourists
08
As local companies are embarking on a journey to create and maintain a strong brand identity that
resonates with both locals and tourists. Their objectives are driven by the desire to establish a
unique position in the competitive market, foster deep emotional connections with customers, and
ultimately drive business growth.
However, it's not just about being different; it's about forging deep emotional connections. Local
companies recognize that their brand identity should go beyond superficial transactions. Instead,
they seek to create meaningful experiences that touch the hearts of customers. By evoking
emotions and telling captivating stories, businesses aim to establish a strong bond with both locals
and tourists. This emotional connection becomes the foundation of customer loyalty, driving
repeat business and positive word-of-mouth recommendations.
While attracting tourists is vital for the island's economy, local companies also prioritize engaging
the local community. The researchers believe that they understand the importance of building a
strong relationship with those who call Curaçao home.
By showcasing the island's culture, traditions, and values in their brand identity, businesses foster
a sense of pride and loyalty among the locals. They become more than just businesses; they
become an integral part of the community, earning the support and advocacy of their fellow
islanders.
The objectives of creating and maintaining a strong brand identity extend beyond emotions and
community engagement; they are intrinsically tied to business growth. A well-crafted brand
identity has the power to attract a larger customer base and increase sales. By consistently
delivering on their brand promise and providing exceptional experiences, local companies gain a
positive reputation that spreads like wildfire. As customers come to associate Curaçao with
unforgettable moments and authentic connections, these businesses become the preferred choice
for both locals and tourists alike.
In this pursuit of creating a compelling brand identity, the researchers are of the opinion that local
companies in Curaçao understand that they are not just selling products or services; they are
selling an experience, a feeling, and a sense of belonging. Through their brand identity, they invite
customers to embark on a journey, to immerse themselves in the vibrant culture and breathtaking
landscapes of the island. It is through this captivating narrative that businesses in Curaçao hope to
leave an indelible mark, fostering stronger connections, and paving the way for long-term success
in the dynamic world of business.
Business Branding: Cultivating a strong identity that attracts both locals and tourists
09
Methodology
In today’s competitive market, establishing a strong brand identity is critical for a company to
stand out and attract both local customers and tourists. How a company presents itself,
communicates its values, and interacts with its target audience can have a significant impact on its
success. Effective branding not only helps build a loyal customer base, but it also leaves a lasting
impression that makes tourists want to visit and engage with the brand.
The purpose of this case study is to examine the strategies and practices companies use to build
strong brand identities that appeal to both locals and tourists.
Understanding
The objective of this study is to develop a comprehensive understanding of corporate branding
strategies that effectively cultivate strong identities and attract both local customers and tourists.
The study is to explore the key factors that contribute to business branding success in a diverse
customer base and to identify the challenges companies face in achieving this goal.
The researchers believe through the use of secondary data, case studies, it can be understood
whether these companies truly see the potential they have if they were to focus more on their
branding strategies. Secondary data is collected from reliable sources such as trade journals,
industry reports and case studies related to business branding and attracting local and tourist
visitors. This builds a theoretical foundation and creates a contextual understanding of the topic.
To understand the topic of Business Branding: Cultivating a strong identity that attracts both locals
and tourists, secondary data and case studies are used. Secondary data refers to existing data that
has already been collected by other sources, such as industry reports, market research studies,
tourism statistics, and academic publications. It can gather secondary data to gain insights into the
following aspects of business branding.
Local and tourist demographics: Analyze data on the demographics of the local population and
tourist segments, such as age groups, interests, income levels, and travel patterns. This information
helps tailor the branding efforts to specific target audiences. Competitor analysis study is the
branding strategies and success stories of businesses that have effectively attracted both locals and
tourists. Analyze their positioning, messaging, visual identity, customer experience, and marketing
channels to draw insights for your own branding strategy.
Business Branding: Cultivating a strong identity that attracts both locals and tourists
10
Conclusion
In conclusion, this section has provided a comprehensive examination of the importance of
branding in creating and maintaining a strong brand identity that resonates with both local
customers and tourists. Through an analysis of recent trends and strategies employed by local
companies from 2020 to 2023, it is evident that branding plays a vital role in shaping consumer
perceptions, fostering loyalty, and driving business success. By embracing authenticity, leveraging
digital engagement, personalizing messaging, prioritizing sustainability, and implementing
experiential branding, companies in various industries have been able to differentiate themselves
and establish a memorable brand presence. These efforts not only attract customers but also
contribute to building brand equity, enabling businesses to enjoy enhanced customer loyalty,
premium pricing power, and increased market share. The findings emphasize the significance of
branding as a strategic tool for local companies to connect with customers, stand out in a
competitive marketplace, and ultimately achieve long-term success. By continually adapting to
evolving consumer preferences and leveraging effective branding strategies, businesses can forge
stronger brand identities that captivate and engage both local and tourist audiences.
Business Branding: Cultivating a strong identity that attracts both locals and tourists
12
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