In search for new brand identity: branding industrial city of Ostrava
Translated title
branding industrial city of Ostrava
Author
Vachrlonová, Dana
Term
4. term
Education
Publication year
2012
Submitted on
2012-02-02
Pages
96
Abstract
Rejsemål konkurrerer mere end nogensinde, hvilket gør det sværere for markedsførere at differentiere steder. Denne afhandling undersøger, hvordan mennesker danner opfattelsen af et sted—destinationsimaget—og hvilke faktorer der former det. En klarere forståelse af disse processer kan hjælpe med at opbygge et tydeligt destinationsbrand og styrke kundeloyaliteten. Indsigterne skal understøtte brands med bæredygtige, unikke, stærke og positive kerneværdier og associationer.
Travel destinations are competing more than ever, making it harder for marketers to set places apart. This thesis examines how people form perceptions of a place—the destination image—and which factors shape it. A clearer understanding of these processes can help build a distinctive destination brand and strengthen customer loyalty. The insights aim to support brands with sustainable, unique, strong, and favorable core values and associations.
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