flection: refers to the fact that a brand is a customer reflection. Reflecting the customer does however not mean the same as describing the target, rather the customer should be reflected as he or she wishes to be seen as a result of using a brand. The brand owner should not require advertising to show the targeted buyers as they really are, but how they wish to be. All brands must control their customer reflection as consumers use brands to build their own identity (Kapferer, 2004). While reflection is the target’s outward mirror, self-image refers to the target’s own internal mirror. A person develops a certain type of inner relationship with him or herself through the attitude towards particular brands.








CHAPTER 2
TOURISM DESTINATION

2.1 Introduction To Tourism

Terrorism, natural disasters, health scares, oil price rises, exchange rate fluctuations and economic and political uncertainties – these were just some of the issues faced by tourism......

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Title: Tourism Marketing
Approximate Word Count: 1984
Approximate Pages: 8 (250 words per double-spaced page)

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