A Smile for the whole world

- THE WORLD OF TUI -


INTRODUCTION

At a time of brand development, marketers have to front a decision involving brand flexibility: Should a new product be attached to an already existing brand's name, or should it be developed as a stand-alone brand? For example, should Microsoft give its name to brand cars? Or would Rolex weaken its brand by branding shoes?

According to Aaker (1996) the definition of a brand is: “A set of assets and symbol that adds to (or subtracts from) the value provided by a product or service...”

In today’s global markets, a brand’s marketing strategy must go head-to-head, not only with regional, local or national brands, but also with international competitors’ marketing strategies. This make as it hard to implement a marketing strategy when it comes to identifying, attracting, and retaining a market (Palumbo, Herbig 2000).

BRANDING

“One of the most important aspects of a company’s global......

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Title: World Of Tui
Approximate Word Count: 2058
Approximate Pages: 9 (250 words per double-spaced page)

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