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Analysis of the Effectiveness Brand Positioning with the Importance of Knowledge Management

Author

Listed:
  • Tina Vukasovic

    (International School for Social and Business Studies, Slovenia)

  • Martina Barkovic

    (Ministry of the interior Police, Police Station Brezice, Slovenia)

Abstract

Companies must, in the present modern times of great changes and requirements, adapt continuously to consumer preferences if they want to remain competitive. In Slovenia, spa tourism represents one of the most stable forms of tourism which makes it even more important to emphasise that the brand makes a company stand out from other competing companies. The big problem is that in the field of health tourism in Slovenia the offer is huge. Thus it is even more important how a company positions its brand on the market. Every company wants the best market position and a competitive offer. Tourist companies seek to highlight its advantage - competitive advantage. One of these tourism businesses is also the company in this study, which in 2000 decided to change its name and brand image. This paper presents the results of the research in which we have analyzed the effectiveness of brand positioning in the eyes of the consumers and managers in the studied company and the importance of knowledge management in this process. Our results confirm the good brand positioning, which the respondents confirmed, slightly lower estimate of the assigned point-brand was received from guests that came from abroad.

Suggested Citation

  • Tina Vukasovic & Martina Barkovic, 2015. "Analysis of the Effectiveness Brand Positioning with the Importance of Knowledge Management," Managing Intellectual Capital and Innovation for Sustainable and Inclusive Society: Managing Intellectual Capital and Innovation; Proceedings of the MakeLearn and TIIM Joint International Conference 2,, ToKnowPress.
    • Handle: RePEc:tkp:mklp15:121-126
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