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Re-branding and Marketing: Bedfordshires Visitor Attraction - Essay Example

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There are several ways in which Bedfordshire can create competitive advantage our of branding or rebranding. According to Aaker, “within a brand’s competitive set, a high relative price signals a higher quality and a low relative price signals a lower quality or value position”…
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Re-branding and Marketing: Bedfordshires Visitor Attraction
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Download file to see previous pages To promote local and international tourism, Bedfordshire also cater special events such as Bedford River Festival among others (Bedfordshire, 2013).
In the product life cycle, it is assumed that each type of business organization is most likely to undergo several stages which include: product development, introduction, growth, maturity, and decline stage (Robinson, 2009, p. 153). The market demand for a tourism site is expected to continuously change over time. To prevent Bedfordshire from undergoing the process of decline stage, it is essential on the part of its marketing manager to consider the importance of re-branding to ensure that this particular tourist site will maintain an increasing trend in its sales and profitability.
Rebranding is all about “revitalising and repositioning a brand through gradual, incremental modification of the brand proposition and marketing aesthetics” (Muzellec & Lambkin, 2006, p. 804). This study assumes that the future success of Bedfordshire is highly dependent on the specific needs and wants of our next generation. Considering the imporance of rebranding in terms of preventing Bedfordshire from reaching the declining stage in product life cycle, this study will purposely conduct a primary research study to identify all factors that could make the students become more attracted in visiting the Bedfordshire.
Chapter 2 – Literature Review 2.1 Importance of Branding Branding is considered as an essential marketing strategy that can strengthen the development and long-term value of a brand (Norman, 2004, p. 60). By using effective branding strategy, Bedfordshire will be able to create tangible and intangible benefits which are necessary in increasing the company’s competitive advantage as compared to its close competitors. There are ways in which Bedfordshire will benefit from effective branding. First of all, the company should first identify factors that could attract its target customers to visit the site (Thompson, Rindfleisch and Arsel, 2006; Whan, Jaworski and MacInnis, 1986). By satisfying the specific needs and wants of its target custome ...Download file to see next pages Read More
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