Branding Strategy for Specialist Tourism Products

Neven Seric () and Mate Perisic
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Neven Seric: University of Split
Mate Perisic: Plovput d.o.o. Split

Chapter Chapter 4 in Cruise Tourism and Society, 2012, pp 39-46 from Springer

Abstract: Abstract Branding strategy is very complex on the field of specialized tourist products. Each specialized tourist brand need to be more differentiated on the global market. Applying of the branding concepts to the touristic business could be different from product to product. But few of them treat in a wider sense branding strategy toward the brand management. Choosing a right branding strategy for the brand management is paramount for achieving a substantial growth that ensures a steady future development of the national income of tourism. Some specialized tourist products are nearby crowded tourist route, some others are far from there. The branding strategies for each of them need to be different. Specialized tourist product is a promise for a kind of the magical vacation, sometimes on very attractive destination. Branding strategy needs to interact with the brand identity of such destination. It is suggested the evaluation of the brand from the standpoint of the marketing strategy. Right branding strategy of the specialized tourist product is the only way for the commercialization on the global market. The main premise of such brand is creating added value for the specialized tourist product. For that reason the right branding strategy has become the biggest intangible asset of the tourist brand. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a brand to convince tourist what to think about. The paper deals with issues that define how branding strategy can protect and preserve the integrity of the specialized tourist brand through the effective evaluation of the brand implied by the chosen branding strategy. The success of the tourist brand depends on the application of the branding strategy. The main hypothesis is that efficient branding strategy for the specialized tourist product need to be primarily influenced by the perception of potential demand.

Keywords: Intangible Asset; Brand Equity; Brand Image; Brand Management; Tourist Product (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-32992-0_4

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DOI: 10.1007/978-3-642-32992-0_4

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