BRAND FORMATION OF TOURIST ENTERPRISESJournal: Herald of Kyiv National University of Trade and Economics (Vol.86, No. 6)
Publication Date: 2012-12-12
Authors : MELNYCHENKO Svitlana; AVDAN Oksana;
Page : 35-43
Keywords : brand; brand strategy; tourist enterprise; trade mark; tourist product.;
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.
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