DEVELOPING A BRAND ASSET MANAGEMENT STRATEGY IN TOURISTIC DOMAIN

Cristina Jinga

Annales Universitatis Apulensis Series Oeconomica, 2007, vol. 2, issue 9, 36

Abstract: With the groundwork laid in the first two phases, the next phase determines the right brand-based strategies to deliver on the brand vision's goals and objectives as well as the Brand Picture's market perceptions and perspectives. This phase draws on many traditional marketing tools such as positioning, pricing and channel strategies, but with a more strategic brand-oriented focus.

Keywords: brand; brand asset; brand management strategy (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:alu:journl:v:2:y:2007:i:9:p:36

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