Abstract
The phenomenon of Albergo Diffuso (AD) represents an important development in the competitiveness between destinations and concerns the way in which historical and cultural heritage is used. The concept of AD is a new and innovative meaning of tourism which promotes the sustainable future through the recovery of ancient towns and, in the same time, developes further ways to create entrepreneurship.
 
 The goal of this work consists of the economic valuation model and conceptual defining of brand value referred to one case study of AD, Sextantio. It is made up of two parts: the first consists of a contextualization of one of the traditional formulas of Financial-Standard Method of Brand Value, because of the features of brand value in an economic content; the second part consists of a first classification of elements which are tangible and intangible to a brand of AD, related to the specific elements and based on different key performance indicators (KPI), deriving from elements generally relevant in hospitality tourism, and far more in this new concept than against the traditional concept of tourism.
Highlights
The concept of brand in literature is characterized by different approaches, brand is defined by different researchers and authors in different ways.Starting from one of the first definition of brand was referred to a name, a logo, a trademark, or a symbol (Aaker, 1991)
Sextantio identifies a new model of tourist destination, which has become a reference for international quality tourism that is recognizable compared to the others for the added value given to the village territory relationship and to the exclusive recovery and conservation of the existing heritage
4.1 The Process of Brand Evaluation in Sextantio The literature about the criteria of brand value is divided into two macro-groups: the criteria c.d. "analytical", whose logical construction is supported by documented information; the criteria c.d. "empirical", based on analyses and formulas derived from market trends, percentages or multipliers of given economic quantities, considered basic for the purposes of estimating certain intangibles (Guatri & Bini, 2011)
Summary
The concept of brand in literature is characterized by different approaches, brand is defined by different researchers and authors in different ways.Starting from one of the first definition of brand was referred to a name, a logo, a trademark, or a symbol (Aaker, 1991). The concept of brand in literature is characterized by different approaches, brand is defined by different researchers and authors in different ways. Brand equity was defined as “a set of assets and liabilities linked to a brand, its name and symbol, which adds to or subtracts from the value provided by a product or service to a firm and/or to that firm’s customers”(Giovannini et al, 2017: p. Researchers generally agree that brands are endowed with personalities and that consumers have the tendency to choose brands whose personality fit their own. Brand positioning refers to how the brand is placed in the minds of the consumers and compares to other competing products or services (Chacko, 1997)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
