The growth of global tourism and hospitality brands.
The characteristics and uses of branding
Branding is a strategic point of view, not a select set of activities and a key tool for creating and maintaining competitive advantage. (Holt, 2014) There are five characteristics of branding including target, consistency, familiarity, meeting consumer needs and competitive edge. Target is general must do of companies to market and reach the meet customer needs. Consistency in branding is to ensure the success including visual media. Familiarity happens when customers become familiar with the brand. Meeting consumer needs are every company’s aim. Competitive edge is what company should be aware of their promise about the brand to customers.