Page 12 - MARKETING MIX
P. 12
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.
6