Page 12 - MARKETING MIX
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Branding








































                        What is



















               branding?

















                                                                                                                                                               Credit : https://www.canva.com/design








                    Branding  is  one  of  the  most  important  factors  of  product  or



                    service  distinction.  According  to  Kotler  and  Armstrong  (2016);



                    ‘A name, word, symbol, or design, or a mix of them, designed




                    to  identify  goods  or  services  of  one  seller  or  group  of  sellers



                    and to differentiate them from those of their competitors,'.








                    ”Consumers are enticed to acquire items and services by brand



                    names, logos, and trademarks because they provide the benefits



                    they desire. These advantages range from comfort and security




                    to status and self-esteem.” (Horner and Swarbrooke, 2016).








                    Branding  is  particularly  effective  for  tourism  firms  because  it



                    offers tangible clues to a service that is primarily intangible in



                    nature.























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