IDEAS home Printed from https://ideas.repec.org/a/zag/zirebs/v15y2012i2p79-86.html
   My bibliography  Save this article

Strategic Importance of ‘Brand’ in Tourism and Hotel Industry

Author

Listed:
  • Kate Glavor

    (Department of Business and Economics, University of Dubrovnik, Dubrovnik, Croatia)

  • Niko Koncul

    (Department of Business and Economics, University of Dubrovnik, Dubrovnik, Croatia)

Abstract

This paper deals with brand, mark or a stamp on a product or a service as a process of registration of the identity. Brand on a product or service in a form of a symbol carries a signal to its consumer that it is genuine and authentic and it meets the quality standard set by its producer or supplier. In the modern day society brand has become a strategically signifi cant instrument of marketing policy of the suppliers on one hand and a driving force of demand on the part of consumers on the other. It has become an indispensable tool of marketing strategy.

Suggested Citation

  • Kate Glavor & Niko Koncul, 2012. "Strategic Importance of ‘Brand’ in Tourism and Hotel Industry," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 15(2), pages 79-86, November.
    • Handle: RePEc:zag:zirebs:v:15:y:2012:i:2:p:79-86
    as

    Download full text from publisher

    File URL: http://www.efzg.hr/default.aspx?id=17770
    Download Restriction: Abstract only available on-line
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    brand; services; marketing strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:zirebs:v:15:y:2012:i:2:p:79-86. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jurica Šimurina (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.