Branding Strategy for Specialist Tourism Products

  • Neven SericEmail author
  • Mate Perisic


Branding strategy is very complex on the field of specialized tourist products. Each specialized tourist brand need to be more differentiated on the global market. Applying of the branding concepts to the touristic business could be different from product to product. But few of them treat in a wider sense branding strategy toward the brand management. Choosing a right branding strategy for the brand management is paramount for achieving a substantial growth that ensures a steady future development of the national income of tourism. Some specialized tourist products are nearby crowded tourist route, some others are far from there. The branding strategies for each of them need to be different. Specialized tourist product is a promise for a kind of the magical vacation, sometimes on very attractive destination. Branding strategy needs to interact with the brand identity of such destination. It is suggested the evaluation of the brand from the standpoint of the marketing strategy. Right branding strategy of the specialized tourist product is the only way for the commercialization on the global market. The main premise of such brand is creating added value for the specialized tourist product. For that reason the right branding strategy has become the biggest intangible asset of the tourist brand. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a brand to convince tourist what to think about. The paper deals with issues that define how branding strategy can protect and preserve the integrity of the specialized tourist brand through the effective evaluation of the brand implied by the chosen branding strategy. The success of the tourist brand depends on the application of the branding strategy. The main hypothesis is that efficient branding strategy for the specialized tourist product need to be primarily influenced by the perception of potential demand.


Intangible Asset Brand Equity Brand Image Brand Management Tourist Product 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Aaker, D. (2001). Strategic market management (6th ed.). New York: Wiley.Google Scholar
  2. Brooke, J. (1995, July 4). More open Latin borders mirror and opening of markets. New York Times.Google Scholar
  3. Cooper, R. G. (2001). Winning at new products: Accelerating the process from idea to launch. Reading: Mass Perseus.Google Scholar
  4. Doyle, P. (2002). Marketing management and strategy (3rd ed.). London: Pearson Education Ltd.Google Scholar
  5. Hankison, G. (2004). Relational work on brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109–121. Henry Stuart Publications.CrossRefGoogle Scholar
  6. Kuhn, K., & Alpert, F. (2009). Applying Kellers brand equity model and B2B context-limitations and empirical test. London: Griffith University.Google Scholar
  7. Šerić, N., & Luković, T. (2007). Application of BPD model of developing marketing strategy in the market in transition (Ekonomska misao i praksa, Vol. br.1, p. 110). Dubrovnik: University of Dubrovnik.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.University of SplitSplitCroatia
  2. 2.Plovput d.o.o. SplitSplitCroatia

Personalised recommendations