BRAND FORMATION OF TOURIST ENTERPRISES
UDC 659.126:338.486.2
MELNYCHENKO Svitlana,
Doctor of Science (Economics), Professor, Vice-Rector for Scientific Work of KNUTE
AVDAN Oksana,
Postgraduate student of Hotel, Restaurant and Tourism Business Department of KNUTE
BRAND FORMATION OF TOURIST ENTERPRISES
Actual problems of brand formation and brand strategies are considered with regard to branch specificity. The process of brand building and brand management of tourist enterprises is highlighted. The process of brand strategies development is analyzed and directions of improvement of existing ones are defined.
Key words: brand, brand strategy, tourist enterprise, trade mark, tourist product.
BRAND FORMATION OF TOURIST ENTERPRISES
MELNYCHENKO Svitlana,
Doctor of Science (Economics), Professor, Vice-Rector for Scientific Work of KNUTE
AVDAN Oksana,
Postgraduate student of Hotel, Restaurant and Tourism Business Department of KNUTE
BRAND FORMATION OF TOURIST ENTERPRISES
Actual problems of brand formation and brand strategies are considered with regard to branch specificity. The process of brand building and brand management of tourist enterprises is highlighted. The process of brand strategies development is analyzed and directions of improvement of existing ones are defined.
Key words: brand, brand strategy, tourist enterprise, trade mark, tourist product.
BRAND FORMATION OF TOURIST ENTERPRISES