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Kozak Metin (Mugla University, Turkey), Mazurek Marica (University of Matej Bel, PhD candidate)
Destination Branding: Brand Equity, Brand Identity, Brand Extensions and Co-Branding
Folia Turistica / Akademia Wychowania Fizycznego im. B. Czecha w Krakowie, 2011, nr 25, s. 93-111, rys., bibliogr. 53 poz.
Tytuł własny numeru
The Master Classes
Słowa kluczowe
Turystyka, Wartość marki, Wizerunek marki, Budowanie świadomości marki
Tourism, Brand value, Brand image, Branding
summ., Artykuł dostępny także w języku polskim w numerze 25(2)
Competitiveness and global forces urge countries to apply the innovative processes in their managerial and marketing activities. Tourism is one example where the managerial and marketing novelties can be implemented, and the examples from the most successful tourism destinations point out at the possibility to benefit from the improvement of managerial strategies and the competitive advantage application. The implementation of branding strategies into tourism destinations, for this reason, can represent a type of the innovative managerial strategy used in tourism destinations. Primarily, the concepts of branding have to be explained in order to grasp the difference between branding in production settings and in tourism destinations. Tourism destinations are the largest brands and their branding is rather a complicated process. Second, this chapter explains the principles of brand leveraging, brand extensions and the principles of brand equity, and brand identity creation. Additionally, the process of branding in tourism destinations requires the consistent and co-operative approach of different stakeholders and entities, service providers, and the application of the rules of cobranding is, for this reason, one of the most effective tools for the innovative strategic approach to branding and marketing in tourism settings. (original abstract)
Pełny tekst
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