Nobody downloaded yet

Destination brand positioning - Assignment Example

Comments (0) Cite this document
This has made several destinations to strive hard for their existence in the field. Most destinations focus merely on functional attributes like the sunset, beautiful…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER99% of users find it useful
Destination brand positioning
Read TextPreview

Extract of sample "Destination brand positioning"

Download file to see previous pages Destination personality is helpful in building firm destination brands and creating a unique identity. According to the self-congruity theory, it is fundamental to use the target personality as a practical symbol for building strong brands (Lubbe, 2003). It further elaborates that a high match between brand and consumers personality can yield a more promising attitudes towards the brand. The emergence of the internet has tremendously helped in meeting the information need of both actual and potential customers. This is so due to its unique features such as worldwide accessibility, low cost, and increased marketing opportunities. However, it has also altered the way of destination as a product created marketed, maintained and delivered to its customers.
According to Lube (2003), destination positioning is the process of establishing and maintaining a distinctive place in the market for an individual or organization product offering. In order to develop a positioning strategy, there are quite a number of procedure which an organization must follow. These includes internal analysis, market analysis, and competitor analysis. A lot of debates have been there concerning the issue of destination positioning. Therefore, it is important for service managers to identify how what their concepts are, how they should satisfy the wants of the customers in different markets amongst others. The success of global competition in the tourism industry depends on the factor conditions and the drivers of competitiveness. An econometric model is very helpful in the estimation of the destination competitiveness empirical index at a micro rank (Donald & Gammack, 2007). The survey points majorly on the measure of tourist demand for each destination and identification of the factors that drive the transformation on the demand schedule in ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Destination brand positioning Assignment Example | Topics and Well Written Essays - 3250 words”, n.d.)
Destination brand positioning Assignment Example | Topics and Well Written Essays - 3250 words. Retrieved from
(Destination Brand Positioning Assignment Example | Topics and Well Written Essays - 3250 Words)
Destination Brand Positioning Assignment Example | Topics and Well Written Essays - 3250 Words.
“Destination Brand Positioning Assignment Example | Topics and Well Written Essays - 3250 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Destination brand positioning

Brand image of Kenya as a destination

...? Brand image of Kenya as a destination Changes have occurred in the structure of the society as a result of more purchasing power in the hands of the people. This is one of the strong reasons that tourism worldwide has grown proportions. Kenya relies on tourism as an economic activity but due to frequent policy changes the sector has been experiencing decline in international tourist inflow. With the aim to identify the image of and the potential of Kenya as a destination, three objectives were set in Chapter I. After extensive literature review, the methodology was stated in Chapter III. This was a quantitative study in which primary data was collected through survey questionnaires. The...
27 Pages(6750 words)Dissertation

Brand Positioning Statement

...? Brand Positioning ment Brand positioning ments are the most effective way of succinctly describing the product to be launched in market. Sometimes, they are required for the expansion of the sales volume aiming at grabbing the attention of customers at a single glance. By acting as one line narratives of overall features of the product, they provide easy information to customers. Smart ways of description of the details of the product easily attract a passive view of the shopper, which may eventually turn out to be the sales of the product. This strategy of management evolved the idea of printing one-liners on the packing covers of different products set for sale. These promotional lines silently acknowledge the advantages... a new...
3 Pages(750 words)Coursework

Differentiation and Brand Positioning

...? Differentiation, Branding and positioning If you were developing a research design, what behaviors, demographics and lifestyle components would you include? And why? Was Saxonville’s approach appropriate for the task? In today’s business world, a person seeking to start a business will need to evaluate a number of issues in the market. This will mainly include collection, gathering and absorbing of the existing market conditions. It will also focus on the general trends and patterns in the market (Laurel, 2003). In addition, a research design will mainly serve the purpose of providing information concerning such issues as market behaviors, demographics and lifestyle. This information is highly crucial...
3 Pages(750 words)Essay

Brand Positioning

...? Brand Positioning Contents Brand selection 3 Selection of characteristics 4 Group selection justification 4 Data collection procedure 5 Positioningmap 5 Detailed discussion on Positioning Map 6 Comparison of the brands 8 Copy of the rating scales and raw data table 9 Reference 9 10 Brand selection The objective of this project is to examine how marketers determine consumer perceptions of their product relative to competitors’ products. The product category chosen for the project are chocolates. The chocolate industry is at a growth stage and is expected to increase in the future. The global chocolate market is expected to grow by CAGR 2.7% from $83.2billion in 2010 to $98.3billion in the year 2016. The Asian chocolate market... generates...
7 Pages(1750 words)Essay

Brand Positioning

...of the statement “true colors”. Hence it is clear that the statement true colors add value to the product. Also, the Xerox environmental friendly phrase on the new solid inks adds value to the product because they have an advantage over the previously manufactured inks. Comparison between brand proposition of Xerox and brand position in the market Brand position involves targeting consumers’ minds relative to their preference, competition and prevailing market place. It focuses on convincing the consumers to buy the given goods as opposed to those of the competitors. The following are the similarities and differences of brand...
8 Pages(2000 words)Essay

The Co-operative Bank Brand positioning Project

...? Brand Positioning of Co-operative Bank Introduction Brand positioning is the most important step in any business which helps it in achieving success. It mainly deals with planning of successful new products. Brand positioning ensures that the brand activity has one common aim which is guided and delivered by the benefits of the brand. It is the procedure by which the marketers create an identity or image about the product, brand and the organization in the mind of the target market. Successful brand positioning is dependent upon the identification and communication of the uniqueness and differentiation of the brand. Brand positioning of an organization involves the following steps: 1. Identification of the direct competition... of the...
11 Pages(2750 words)Essay

Brand positioning and focus

...and revenue goals." This definition shows that the scope of branding has been broadened and besides providing identity to the product, it is also responsible for conveying to customers that brand message associated to that brand through the process of branding. The modern concept of branding is associated to a number of other related concepts. In order to make the brand successful and the high impact brand, one of the most essential part is its positioning. It is well known phrase in the marketing circles that those brands which are...
5 Pages(1250 words)Research Paper

Brand Positioning

...Brand Positioning through Market Segmentation and Targeting Marketing is an arena where the basic norm is to promote visibility. Visibility, in turn, depends on positioning which again depends on branding and the equity commanded by the same. (Aaker, 1991) This has promoted organisations the world over to study and implement strategies that will accentuate brand equity as this is the greatest indicator of, and the base for, the calculation of returns on investment. A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help...
10 Pages(2500 words)Essay

CHANEL - Brand Equity, Brand Positioning, Brand strategy

...Running Head: Brand Equity, Positioning, and Strategy of Chanel Brand Equity, Positioning, and Strategy of Chanel [Institute’s Brand Equity, Positioning, and Strategy of Chanel Introduction Without any doubts, everywhere we go, thousands and thousands of barnds from all possible directions surround us. In fact, every brand, even if it only seems to be a simple name or tagline, possess a history, a story, and a lifecycle. Even brand seems to have a lifecycle, very similar to product life cycle (PLC). Brands that were in the front line in the past and had ruled the scene once are there...
5 Pages(1250 words)Essay

Zara Brand Equity and Brand Positioning

...). Additionally Zara’s strong brand equity can be manifested through its consumers’ attitude. This is clearly shown by Zara's global average of 17 visits per customer per year compared to the three visits per year received by its competitors. That is an avowal of huge brand loyalty. Brand positioning refers to the targeted consumer’s preference to buy your brand instead of others. Zara has been able to carve out its own niche through cost leadership as the high-end fashion product at a reasonable price. If we compare Zara’s prices to those of its major competitors such as Benetton, Gap and H&M it is far cheaper yet as fashionable. Zara has been able to...
6 Pages(1500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Assignment on topic Destination brand positioning for FREE!

Contact Us