Strategic Importance of ‘Brand’ in Tourism and Hotel Industry

Kate Glavor and Niko Koncul
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Kate Glavor: Department of Business and Economics, University of Dubrovnik, Dubrovnik, Croatia
Niko Koncul: Department of Business and Economics, University of Dubrovnik, Dubrovnik, Croatia

Zagreb International Review of Economics and Business, 2012, vol. 15, issue 2, 79-86

Abstract: This paper deals with brand, mark or a stamp on a product or a service as a process of registration of the identity. Brand on a product or service in a form of a symbol carries a signal to its consumer that it is genuine and authentic and it meets the quality standard set by its producer or supplier. In the modern day society brand has become a strategically signifi cant instrument of marketing policy of the suppliers on one hand and a driving force of demand on the part of consumers on the other. It has become an indispensable tool of marketing strategy.

Keywords: brand; services; marketing strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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