THEORETICAL BASES OF TOURISM BRANDING

Abstract

The emergence of a brand is a consequence of the idea of identifying a particular product. Its beginnings are related to craftsmanship and the desire of every master to make his work recognizable and memorable. The brand can be perceived as the distinctive feature of the subject that will make the audience choose it for others in the same field. The brand can be a megabrand, an international brand, a national and a local brand. From the level of his development stems also the specifics of his elements - name, visual, verbal and sound symbols, etc. The smart management of the brand gives a number of advantages to the company, assists in building a positive image of the brand that they associate with the company and its production. Branding helps consumers orient themselves in the huge flow of information, discover the products and services of companies that have built up their preferences. Companies are given the opportunity to launch new products / services at lower costs and thus increase revenue ratios. A tourist brand is a slogan and a logo of a city, region, or country for the exit of that territory into the tourist services market. The territory or region is seen as a product that, like others, has its significant elements.The tourist destination brand has its own specificity. It can not be created in "green" and is associated with the main assets of the destination: landscape, people, culture and history. The brand must be consistent with a complex set of factors and elements that determine the quality of the tourist product, its accessibility and consumer interests. Its features are the creation of an experience like the product being sold, and the experience is hard to sell. Branding has to wrap up the experience as something that can be easier on the market. The destination brand is capturing the distinctive elements of the destination within the brand and transmitting these elements through the brand's components: identity, personality, image, character and culture.