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How to Change Customer Mind – The Difference Between Brand and Trademark in Tourism Industry

Author

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  • Svetoslav Kaleychev

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

The contemporary tourism industry is developing in an extremely dynamic environment, influenced by a global pandemic, hyper-competition, globalization and implementation of digital technologies. This heterogeneous in nature, but extremely structuring factor, motivates marketers to find new concepts, methods and models, through which to attract the attention of tourism consumers. Tourism companies face two significant challenges – how to understand customers’ needs and how to differentiate themselves from other tourism market competitors. The answer to these questions is in the understanding of the fundamental difference between the functioning and perception of a tourism company as a brand or as a trademark.

Suggested Citation

  • Svetoslav Kaleychev, 2022. "How to Change Customer Mind – The Difference Between Brand and Trademark in Tourism Industry," Godishnik na UNSS, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 157-164, December.
    • Handle: RePEc:nwe:godish:y:2022:i:2:p:157-164
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    File URL: https://unwe-yearbook.org/en/journalissues/article/10599
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    More about this item

    Keywords

    brand; trademark; tourism industry; tourism company;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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