Brandbuilding in tourism : how to establish a strong brand which tourists will love?

Abstract

Generally speaking, businessmen face dynamic changes in the business field. The professional community also face a number of changes in marketing communication. On the one hand there are nowadays circumstances due to COVID-19 restrictions. On the other hand, brandbuilding process is still needed regardless of the situation. Those brands that already are on the market need to survive against competition. But if there is a newcomer, brandmanager should carefully consider how to build this brand. Especially in tourism. This paper discusses examples of brand building in travel industry and also how the brand should be differentiated and original which is needed to beat the competition. Based on technical terms and specific example in the tourism field of the Czech Republic this paper explains establishing new brand itself. At the end of this paper there are some recommendations for building a so called lovebrand in tourism because every businessman, hotelier or the restaurant owner desires for people to love his brand.