英语论文网

Introduction
This essay is about discussion the follows statement: The concept of branding is not appropriate to destination marketing. The author does not agree this statement. In author’s point of view, the concept of branding is totally appropriate to destination marketing.

The following part of this essay is discussion part. In discussion part, the author will through critically review the literature to discussing this statement from both sides; provide some evidence to support author’s opinion and use examples to illustrate the arguments. Then, in the next part, the author will look both sides of the evidence and draw a logical conclusion, to conclude the relationship between the concept of branding and destination marketing. Finally, the references will be listed.

Discussion
A brand in a holistic sense represents the synergistic effect of all marketing efforts that instill and perpetuate an image in customers’ minds, and contribute to the success of a firm by creating stronger cash flows and higher values for shareholders (Yovovich, 1988). Otherwise a brand can be used as a corporate strategic tool to enhance a firm’s performance (Mosmans, 1996; Mosmans and van der Vorst, 1998). Aaker and Joachimsthaler (2000: ix) stated that “one industry after another has discovered that brand awareness, perceived quality, customer loyalty, and strong brand association and personality are necessary to compete in the marketplace”. Today’s customers have more product choice but less decision making time than ever before. Consequently, a brand that can help simply decisions, reduce purchase risk, create and deliver expectations is invaluable (Keller, 2003). So, the brand has a very significant position in today’s competition market.

References

Aaker, D. A., Joachimsthaler, E. (2000), Brand Leadership. New York: Free Press.

Avraham, Eli. (2004), “Media strategies for improving an unfavorable city image”. Cities, Vol. 21, No. 6, pp. 471–9.

Cai, L. (2002), “Cooperative Branding for Rural Destinations”, Annals of Tourism Research, 29:720–742.

Crockett, S. R. and Wood, L. J. (1999), “Brand Western Australia: a totally integrated approach to destination branding”, Journal of Vacation Marketing, 5(3), pp. 276-289.

Curtis, J. (2001), “Branding a State: The Evolution of Brand Oregon”, Journal of Vacation Marketing, 7:75–81.

Gilmore, F. (2002), “Branding for Success. In Destination Branding: Creating the Unique Destination Proposition”, N. Morgan, A. Pritchard and R. Pride, eds., pp. 57–65. Oxford: Butterworth Heinemann.

Gordon, Scott. (2005, February 4). Osceola County, Fla., tourism panel approves new advertising campaign. The Orlando Sentinel, Retrieved February 25, 2005 [online] www.orlandosentinel.com

Hall, D. (2002), “Brand Development, Tourism, and National Identity: The Re-Imaging of Former Yugoslavia”, Journal of Brand Management, 9:323–334.

Keller, K. L. (2003), Strategic brand management. Upper Saddle River, NJ: Prentice-Hall.

Kolb, B.M. (2006), Tourism Marketing for Cities and Towns: Using Branding and Event本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。