Advertising in Tourism and Leisure

Advertising and brand positioning

Chapter overview

How can advertising create highly differentiated brands and refresh and reinvigorate them, changing often long-held consumer brand beliefs? In this chapter we try to answer such questions by focusing on brand positioning and repositioning – the latter frequently being mentioned but rarely seriously discussed by the tourism and leisure industries. In our examples here (which include such diverse products as Odeon cinemas, Mallorca, Las Vegas, Torquay, Disneyland Paris, bingo, Levi's and Alton Towers) we contextualize the processes which underpin positioning and repositioning in order to better understand the role which advertising can play in these strategies. Occasionally, repositioning involves ...