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picture1_Marketing Ppt 67906 | Filechapter 7   Tourism Branding


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File: Marketing Ppt 67906 | Filechapter 7 Tourism Branding
chapter learning aims to enhance your understanding of the role of branding in tourism marketing branding as a co creative process involving a brand identity brand positioning and brand image ...

icon picture PPTX Filetype Power Point PPTX | Posted on 28 Aug 2022 | 3 years ago
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   Chapter learning aims
   To enhance your understanding of:
    
   • the role of branding in tourism marketing
   • branding as a co-creative process involving a brand identity, brand 
    positioning and brand image 
   • the seven-stage brand positioning process
    Key terms
    Brand identity
    • The desired brand image that differentiates the organisation from competitors. How the 
     organisation aspires to be perceived in the market.
     
    Brand image
    • How the organisation is actually perceived by consumers, which might or might not be similar 
     to that intended in the brand identity.
     
    Brand positioning
    • A set of marketing activities that attempt to achieve congruence between the actual brand 
     image and the brand identity, through a focused value proposition that is meaningful to 
     consumers.
   Branding rationale
   • For any tourism purchase decision, consumers are spoilt by choice of 
    available services offering similar features and benefits. 
   • Owning a brand that stands out from the crowd and simplifies 
    decision making for the consumer represents a source of competitive 
    edge. 
    Video link
    • The role and importance of brands
     • https://www.youtube.com/watch?v=JKIAOZZritk 
   Main aims of branding
   • The brand is top of mind when consumers are considering a purchase 
    situation
   • When the brand comes to mind there will be favourable associations 
    with the features/benefits desired in the purchase situation
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...Chapter learning aims to enhance your understanding of the role branding in tourism marketing as a co creative process involving brand identity positioning and image seven stage key terms desired that differentiates organisation from competitors how aspires be perceived market is actually by consumers which might or not similar intended set activities attempt achieve congruence between actual through focused value proposition meaningful rationale for any purchase decision are spoilt choice available services offering features benefits owning stands out crowd simplifies making consumer represents source competitive edge video link importance brands https www youtube com watch v jkiaozzritk main top mind when considering situation comes there will favourable associations with...

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