Marica Mazurek
Models of branding and their application
| ISBN | cena v € | cena v Sk | s 10% DPH | |
Kód výrobku: 401801
zaradenie publikácie: Študijná literatúra
roky vydania: 2020
Anotácia
The role of brand equity (added value) in branding first became evident a couple of centuries ago, with owners differentiating and identifying their products or livestock. The ownership, differentiation, and recognition aimed to attract the attention of buyers, especially their minds and memory. In modern marketing the reason for branding is a dual beneficiary effort – for organizations the improvement in marketing and equity and for customers known values an easier decision making. Thus, attitudes about and perceptions of products and services in the minds of customers became a remarkable element of branding, especially in the association of images and brand equity creation.Z obsahu
LIST OF GRAPHS, FIGURES AND TABLES
PREFACE
INTRODUCTION
CHAPTER 1 BRANDING AND ITS ROLE IN MARKETING OF PLACES
1.1. DESTINATION BRANDING AND ITS DEFINITION
1.2. BRANDING OF PLACES
1.3. IMAGE CREATION
1.4. DESTINATION BRAND REPUTATION
1.5. POSITIONING
1.6. DIFFERENTIATION
1.7. BRAND EQUITY AND ITS ROLE IN BRANDING
1.8. BRAND IDENTITY AND BRAND EQUITY
REFERENCES
CHAPTER 2 MODELS OF BRAND IDENTITY
2.1. KAPFERER´S BRAND IDENTITY PRISM MODEL AND BRAND EQUITY
2.2. AAKER’S AND JOACHIMSTHALER’S MODEL OF CONSUMER BRAND EQUITY
2.3. KELLER’S CUSTOMER-BASED BRAND EQUITY MODEL (CBBE)
2.4. CAI’S DESTINATION BRAND MODEL
2.5. KONECNIK’S CBBETD MODEL
CHAPTER 3 THE IMPLEMENTATION OF MODELS IN DIFFERENT SETTINGS
3.1. COMPARISON OF MODELS AND THEIR APPLICABILITY
REFERENCES
APPENDIX
CHAPTER 4 EPISTEMOLOGICAL APPROACH TO DESTINATION BRANDING
4.1. TOURISM EPISTEMOLOGY AND BRAND KNOWLEDGE
4.2. BRANDING PARADIGMS AND THE SHIFT OF METHODOLOGICAL APPROACHES
4.3. THE EVALUATION AND TYPOLOGY OF PRIMARY AND SECONDARY DATA SOURCES FOR DESTINATION BRANDING
4.4. THE IMPLEMENTATION AND CONSTRAINTS OF MEASUREMENT OF BRAND EQUITY
CHAPTER 5 IMPORTANTCE OF BRANDING FOR THE IMPROVEMENT OF COMPETITIVENESS
5.1. THEORETICAL FRAMEWORK OF COMPETITIVENESS
5.2. COMPETITIVENESS IN TOURISM
5.3. COMPARATIVE ADVANTAGE IN TOURISM
5.4. COMPETITIVE ADVANTAGE IN TOURISM
REFERENCES
APPENDIX
CHAPTER 6 INNOVATION
6.1. INNOVATION - A THEORETICAL FRAMEWORK
6.2. A SYMBIOSE OF INNOVATION, COMPETITIVENESS AND KNOWLEDGE
6.3. THE PARADIGMATIC DEVELOPMENT IN INNOVATION AND TOURISM COMPETITIVENESS
REFERENCES
APPENDIX
CONCLUSION
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