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Analysis of the Effectiveness Brand Positioning with the Importance of Knowledge Management

Tina Vukasovic and Martina Barkovic
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Tina Vukasovic: International School for Social and Business Studies, Slovenia
Martina Barkovic: Ministry of the interior Police, Police Station Brezice, Slovenia

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Abstract: Companies must, in the present modern times of great changes and requirements, adapt continuously to consumer preferences if they want to remain competitive. In Slovenia, spa tourism represents one of the most stable forms of tourism which makes it even more important to emphasise that the brand makes a company stand out from other competing companies. The big problem is that in the field of health tourism in Slovenia the offer is huge. Thus it is even more important how a company positions its brand on the market. Every company wants the best market position and a competitive offer. Tourist companies seek to highlight its advantage - competitive advantage. One of these tourism businesses is also the company in this study, which in 2000 decided to change its name and brand image. This paper presents the results of the research in which we have analyzed the effectiveness of brand positioning in the eyes of the consumers and managers in the studied company and the importance of knowledge management in this process. Our results confirm the good brand positioning, which the respondents confirmed, slightly lower estimate of the assigned point-brand was received from guests that came from abroad.

Keywords: marketing; brand; brand positioning; knowledge; knowledge management (search for similar items in EconPapers)
Date: 2015
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