Advertising in Tourism and Leisure

Building powerful tourismand leisure brands

Chapter overview

As the first of three chapters that examine the important relationship between advertising and branding, this chapter discusses brand-building. Whatever values a brand represents, in today's marketplace it is becoming more and more critical for it to be able to shout above the crowd and, whilst a decade ago brand managers knew that if they spent enough money on a campaign some of it would work, in the 2000s they have to communicate with an increasingly sophisticated audience. In this context, the chapter begins by defining brands, and then focuses on brand-building before discussing consumer–brand relationships. The chapter concludes by considering the problems facing the tourism ...