DOI: 10.32725/978-80-7394-976-1.05

Building of strong brands with emphasis on branding of tourism destination

Jitka Zikmundová
University of South Bohemia in České Budějovice, Faculty of Economics, Studentská 787/13, 370 05 České Budějovice, Czech Republic, jitkazikmundova@yahoo.com

The topic of this paper is the research of professional journals, reference books, published papers as well as study of best practice of building the strong brands. The key question is how to define a strong brand, from which values  the strong brand has been formed and which factors create strong brands. The main point of interest is the branding of tourism destination and how are the standard modern branding strategies useable for it. Destinations brands have very specific characteristics, they are based on historical name of the location and are usually public property. This paper deals with the question which branding factors are most important for the strong brand of tourisms destination. As a example had been evaluated two successful destinations Austria and Upper Austria and their approach to branding management. The research will be used as the basis of analysis of other destinations in dissertation „The marketing of tourism services with the accent of destination branding“.

Klíčová slova: tourism, brand, destination, branding management

stránky: 30-36



Reference

  1. Aaker, David A. (1996). Building strong brands. New York: Free Press.
  2. Bieger, T. (1996). Management von Destinationen und Tourismusorganisationen München: Oldenburg Verlag. Kiráĺová, A. (2003). Marketing destinace cestovního ruchu. 18. Praha. Ekopress
  3. Edelman, D. C. (2013). Branding in the digital age. In HBR's 10 must reads, on strategic marketing. Boston: Harvard Business Review. De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2003). Marketingová komunikace. Praha: Grada Publishing, a.s. Morgan, N., Pritchard, A. & Pride, R. (2002). Destination branding. Oxford: Elsevier Butterworth-Heinemann.
  4. Kantar Group (2022). BrandZ Most valuable global brands. London: Kantar Group. https://www.kantar.com/inspiration/brands/what-are-the-most-valuable-global-brands-in-2022
  5. Keller, K. Lane (2007). Strategické řízení značky. Praha: Grada Publishing, a.s.
  6. Machková, H. (2015). Mezinárodní marketing. Strategické trendy a příklady z praxe - 4. vydání. Praha: Grada Pub-lishing, a.s.
  7. Palatkova, M. (2006). Marketingová strategie destinace cestovního ruchu. Praha: Grada Publishing, a.s.
  8. Palatkova, M. (2011). Marketingový management destinací. Praha: Grada Publishing, a.s.
  9. Perrier, R. (1997). Brand valuation. London: Premier Books. TUI Group Corporate & External Affairs Hannover (2021). TUI Group: Verkauf des Immobilienportfolios an die Fa-milie Riu abgeschlossen. Hannover: TUI Group. https://www.tuigroup.com/de-de/medien/presseinformationen/ag-meldungen/2021/2021-07-30-tui-group-verkauf-immobilienportfolio-an-familie-riu-abgeschlossen
  10. Vysekalová, J., Mikeš, J., & Binar, J. (2020). Image a firemní identita - 2., aktualizované a rozšířené vydání. Praha: Grada Publishing a.s.
Návrat zpět