Broek in Waterland
BRANDING A SMALL-SCALE DESTINATION
Raya Schmidt | 626215
University of Applied Sciences, Diemen | 29-10-2021
Wordcount: 6803
1
,Preface
This report is written by Raya Schmidt, I am currently a 4th year Tourism Management student at the
University of Applied Sciences in Diemen. For this assignment, I had to choose a small-scale
destination (a place with under 30000 inhabitants) and I chose Broek in Waterland in The
Netherlands. To be honest, it wasn’t my first choice, but my first choice was a small town in Japan
and looking back at it now, it was probably a good thing that it was rejected seeing as I would have a
lot of trouble contacting stakeholders for that village. It took me a while to think of a different place
and thought long and hard about it, I thought of cities nearby where I lived or cities that I know from
the top of my head. I even tried to find for cities in Indonesia, the country where my parents are
from but with no luck. But then I remembered that for my minor in my third year, I was involved
with the region of Low Holland which got me thinking of the places that I had to research about and
then found this little village called Broek in Waterland! It’s small, peaceful, and beautiful! In my eyes
a total hidden gem that deserves to be seen and visited more. What helped me with the destination
was that I have some family friends living there as well and I was immediately sold on the
destination and was excited to start on developing this small-scale destination.
2
, Table of Contents
PREFACE .................................................................................................................................................... 2
1. INTRODUCTION ................................................................................................................................. 4
2. DESTINATION AUDIT .......................................................................................................................... 4
2.1. PHYSIOGRAPHY AND CLIMATE ........................................................................................................................4
2.2. CULTURE AND HISTORY.................................................................................................................................4
2.3. MIX OF ACTIVITIES .......................................................................................................................................5
2.4. SPECIAL EVENTS...........................................................................................................................................5
2.5. ENTERTAINMENT .........................................................................................................................................5
2.6. SUPERSTRUCTURE ........................................................................................................................................5
2.7. MARKET TIES ..............................................................................................................................................5
3. SEGMENTATION ANALYSIS ................................................................................................................. 5
3.1. GEOGRAPHIC ..............................................................................................................................................6
3.2. DEMOGRAPHIC............................................................................................................................................6
3.3. PSYCHOGRAPHIC .........................................................................................................................................6
3.4. BEHAVIORAL ...............................................................................................................................................7
4. SWOT ANALYSIS ................................................................................................................................. 7
5. STAKEHOLDER AND CONSUMER PERCEPTION ..................................................................................... 8
5.1. STAKEHOLDERS ...........................................................................................................................................8
5.2. STAKEHOLDERS’ PERCEPTION .........................................................................................................................8
5.3. CONSUMER PERCEPTION ...............................................................................................................................9
6. COMPETITOR ANALYSIS.................................................................................................................... 10
6.1. LAREN .................................................................................................................................................... 10
6.2. OMMEN ................................................................................................................................................. 11
6.3. CONCLUSION ........................................................................................................................................... 12
7. BRAND DEVELOPMENT .................................................................................................................... 13
7.1. THE BRAND PYRAMID................................................................................................................................. 13
7.1.1 Rational attributes .......................................................................................................................... 13
7.1.2 Emotional benefits .......................................................................................................................... 13
7.1.3 Brand personality ............................................................................................................................ 13
7.1.4 Positioning statement ..................................................................................................................... 14
7.1.5 Brand essence.................................................................................................................................. 14
7.2. NEW BRAND ............................................................................................................................................ 14
7.2.1 Logo ................................................................................................................................................. 14
7.2.2 Slogan .............................................................................................................................................. 16
8. BRANDING STRATEGY ...................................................................................................................... 17
8.1. VISION.................................................................................................................................................... 17
8.2. STRATEGIC CHOICES .................................................................................................................................. 17
APPENDIX ................................................................................................................................................ 19
BIBLIOGRAPHY ......................................................................................................................................... 26
3
BRANDING A SMALL-SCALE DESTINATION
Raya Schmidt | 626215
University of Applied Sciences, Diemen | 29-10-2021
Wordcount: 6803
1
,Preface
This report is written by Raya Schmidt, I am currently a 4th year Tourism Management student at the
University of Applied Sciences in Diemen. For this assignment, I had to choose a small-scale
destination (a place with under 30000 inhabitants) and I chose Broek in Waterland in The
Netherlands. To be honest, it wasn’t my first choice, but my first choice was a small town in Japan
and looking back at it now, it was probably a good thing that it was rejected seeing as I would have a
lot of trouble contacting stakeholders for that village. It took me a while to think of a different place
and thought long and hard about it, I thought of cities nearby where I lived or cities that I know from
the top of my head. I even tried to find for cities in Indonesia, the country where my parents are
from but with no luck. But then I remembered that for my minor in my third year, I was involved
with the region of Low Holland which got me thinking of the places that I had to research about and
then found this little village called Broek in Waterland! It’s small, peaceful, and beautiful! In my eyes
a total hidden gem that deserves to be seen and visited more. What helped me with the destination
was that I have some family friends living there as well and I was immediately sold on the
destination and was excited to start on developing this small-scale destination.
2
, Table of Contents
PREFACE .................................................................................................................................................... 2
1. INTRODUCTION ................................................................................................................................. 4
2. DESTINATION AUDIT .......................................................................................................................... 4
2.1. PHYSIOGRAPHY AND CLIMATE ........................................................................................................................4
2.2. CULTURE AND HISTORY.................................................................................................................................4
2.3. MIX OF ACTIVITIES .......................................................................................................................................5
2.4. SPECIAL EVENTS...........................................................................................................................................5
2.5. ENTERTAINMENT .........................................................................................................................................5
2.6. SUPERSTRUCTURE ........................................................................................................................................5
2.7. MARKET TIES ..............................................................................................................................................5
3. SEGMENTATION ANALYSIS ................................................................................................................. 5
3.1. GEOGRAPHIC ..............................................................................................................................................6
3.2. DEMOGRAPHIC............................................................................................................................................6
3.3. PSYCHOGRAPHIC .........................................................................................................................................6
3.4. BEHAVIORAL ...............................................................................................................................................7
4. SWOT ANALYSIS ................................................................................................................................. 7
5. STAKEHOLDER AND CONSUMER PERCEPTION ..................................................................................... 8
5.1. STAKEHOLDERS ...........................................................................................................................................8
5.2. STAKEHOLDERS’ PERCEPTION .........................................................................................................................8
5.3. CONSUMER PERCEPTION ...............................................................................................................................9
6. COMPETITOR ANALYSIS.................................................................................................................... 10
6.1. LAREN .................................................................................................................................................... 10
6.2. OMMEN ................................................................................................................................................. 11
6.3. CONCLUSION ........................................................................................................................................... 12
7. BRAND DEVELOPMENT .................................................................................................................... 13
7.1. THE BRAND PYRAMID................................................................................................................................. 13
7.1.1 Rational attributes .......................................................................................................................... 13
7.1.2 Emotional benefits .......................................................................................................................... 13
7.1.3 Brand personality ............................................................................................................................ 13
7.1.4 Positioning statement ..................................................................................................................... 14
7.1.5 Brand essence.................................................................................................................................. 14
7.2. NEW BRAND ............................................................................................................................................ 14
7.2.1 Logo ................................................................................................................................................. 14
7.2.2 Slogan .............................................................................................................................................. 16
8. BRANDING STRATEGY ...................................................................................................................... 17
8.1. VISION.................................................................................................................................................... 17
8.2. STRATEGIC CHOICES .................................................................................................................................. 17
APPENDIX ................................................................................................................................................ 19
BIBLIOGRAPHY ......................................................................................................................................... 26
3
