Brand Authenticity-Lonely Planet

   

As a travel fan , Lonely planet is my very good friend, especially when i  travel in Australia ;p

How comes me or other backpackers very favorite into this book?Here , this time i going to talk about the brand authenticity of lonely planet  as being real instead of just saying by words.

1.The Story Behind :

Many years ago , Tony and Maureen went for honeymoon only with an old car and few dollars ,crossing Europe and Asia overland, all the way to Australia. It took their several months and all the money they could earn, beg or borrow, but they made it. After that they wrote this incredible experiences into thousands of words and published.The first travel guide was born.Two years later, their second journey led to South-East Asia on a shoestring, which led to books on Nepal, Australia, Africa, and India, which led to… you get the picture.

The story behind Lonely Planet is trying to tell us ,---"All you've got to do is decide to go and the hardest part is over ,So go!"  ,that  Lonely planet can provide a best travel guide for u , coz we really did it . 

2.Sincerity

Quality, Heritage , Sincerity are three elements of consumer perception of Authenticity in Uncle's textbook.

"At Lonely Planet we like to say that our writers go to the end of the road. And they had damn well better. Because I go to the end of the road."---Tony Wheeler

It truth that today  Lonely Planet has offices in Melbourne, London and Oakland, with around 450 employees and over 200 authors. Tony and Maureen are still actively involved with Lonely Planet. They're travelling more often than ever, and they're devoting their spare time to charitable projects.

Moreover, Lonely Planet is renowned for its first-hand approach, up-to-date maps and commitment to providing the best information for travellers. Travel tips not only published by book but also via social media.With theses informations on this website and in the books, it hope to inspire backpackers  to try a new, far more rewarding, way of travelling.

3.One with Community

In this week lecture , saying the one with community can help to build brand authenticity. I understand this concept  with the case of Lonely Planet. As  it create the community , where travel fans and backpacker can share the brand interested together, like the video  of community channel on YouTube  and the interactive in social media: twitter and face book .

Also Lonely Planet's Thorn Tree, which is the forum  for exchanging travel advice and opinion with other travellers in the  LP website. This  create a place for people to seek out advises on wide range travel issues.

4.Passion! Passion! Passion !

The authors of Lonely Planet is what i love most .Because the authors who take part in writing are usual the local people living in that country ,so this will give us the best advices to play and enjoy the local culture.  

More over, and most importantly,   the founder and the staff , they are full of  passion to travel. They love travel , they love what they do, so they comes to tell you everything they know and recommend better choice for you, just like a man sharing their travel experiences. And this is obviously appeal between the line in the book.

These four thing help Lonely Planet to build up the Brand Authenticity of  Lonely Planet, with its encourage story , sincerity , community and passion staffs.



So, here is my  analyses of the Brand Authenticity with  Lonely Planet, very simple .
Thx for reading and pls forgive my grammar mistake ;p


Cheer

Cwing