World Of Tui
A Smile for the whole world
- THE WORLD OF TUI -
INTRODUCTION
At a time of brand development, marketers have to front a decision involving brand flexibility: Should a new product be attached to an already existing brand's name, or should it be developed as a stand-alone brand? For example, should Microsoft give its name to brand cars? Or would Rolex weaken its brand by branding shoes?
According to Aaker (1996) the definition of a brand is: “A set of assets and symbol that adds to (or subtracts from) the value provided by a product or service...”
In today’s global markets, a brand’s marketing strategy must go head-to-head, not only with regional, local or national brands, but also with international competitors’ marketing strategies. This make as it hard to implement a marketing strategy when it comes to identifying, attracting, and retaining a market (Palumbo, Herbig 2000).
BRANDING
“One of the most important aspects of a company’s global strategy is how it deals with branding. Brands are the most lasting advantages that companies have and it doesn’t matter if the brand relates to products or services, or the name of the corporation itself” (Mooij 2005).
"Branding is the most important thing you can do to increase your bottom line," says branding expert Rob Frankel (Watkins 2001).
According to Kotler (2005 ) the most important ability to a marketer is the ability to create, sustain, protect, and develop brands for their products. “A brand name, term, sign, design or a combination of these, that identifies the maker or seller of that product or service” (Kotler 2005).
The goals, objectives, and mission of any organization should be in line with the branding strategy employed (Rooney 1995).
Branding is an very effective marketing tool used with constant success over the...
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