ABSTRACT

At the start of the twenty-first century, brands permeate virtually all facets of everyday life – indeed, arguably branding has become today’s most important marketing strategy. It has developed into both a valuable equity and a sophisticated science and, whilst it costs millions to develop new brands, around half of which fail, if successful the branding of organizations, goods and services can reportedly increase gross profits by up to 50 per cent. Although the various aspects of branding continue to be the subject of much study, little has been written about tourism and leisure branding and its relationship with advertising. This part of the book seeks to go some way towards redressing this by focusing on the relationship between the brand and the consumer (Chapter 8) brand positioning and repositioning (Chapter 9) and destination branding strategies (Chapter 10).