Abstract
Branding strategy is very complex on the field of specialized tourist products. Each specialized tourist brand need to be more differentiated on the global market. Applying of the branding concepts to the touristic business could be different from product to product. But few of them treat in a wider sense branding strategy toward the brand management. Choosing a right branding strategy for the brand management is paramount for achieving a substantial growth that ensures a steady future development of the national income of tourism. Some specialized tourist products are nearby crowded tourist route, some others are far from there. The branding strategies for each of them need to be different. Specialized tourist product is a promise for a kind of the magical vacation, sometimes on very attractive destination. Branding strategy needs to interact with the brand identity of such destination. It is suggested the evaluation of the brand from the standpoint of the marketing strategy. Right branding strategy of the specialized tourist product is the only way for the commercialization on the global market. The main premise of such brand is creating added value for the specialized tourist product. For that reason the right branding strategy has become the biggest intangible asset of the tourist brand. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a brand to convince tourist what to think about. The paper deals with issues that define how branding strategy can protect and preserve the integrity of the specialized tourist brand through the effective evaluation of the brand implied by the chosen branding strategy. The success of the tourist brand depends on the application of the branding strategy. The main hypothesis is that efficient branding strategy for the specialized tourist product need to be primarily influenced by the perception of potential demand.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Aaker, D. (2001). Strategic market management (6th ed.). New York: Wiley.
Brooke, J. (1995, July 4). More open Latin borders mirror and opening of markets. New York Times.
Cooper, R. G. (2001). Winning at new products: Accelerating the process from idea to launch. Reading: Mass Perseus.
Doyle, P. (2002). Marketing management and strategy (3rd ed.). London: Pearson Education Ltd.
Hankison, G. (2004). Relational work on brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109–121. Henry Stuart Publications.
Kuhn, K., & Alpert, F. (2009). Applying Kellers brand equity model and B2B context-limitations and empirical test. London: Griffith University.
Šerić, N., & Luković, T. (2007). Application of BPD model of developing marketing strategy in the market in transition (Ekonomska misao i praksa, Vol. br.1, p. 110). Dubrovnik: University of Dubrovnik.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Seric, N., Perisic, M. (2012). Branding Strategy for Specialist Tourism Products. In: Papathanassis, A., Lukovic, T., Vogel, M. (eds) Cruise Tourism and Society. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-32992-0_4
Download citation
DOI: https://doi.org/10.1007/978-3-642-32992-0_4
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-32991-3
Online ISBN: 978-3-642-32992-0
eBook Packages: Business and EconomicsBusiness and Management (R0)