Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies' most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a small number of parts, or dimensions....

Der Hospitality-Markt -- Megatrends in der Hotellerie -- Zeitgemäße Produkt- und Serviceentwicklungen -- Markenführung in der Hospitality: Markenverständnis, Herausforderungen der Markenführung in der Hospitality, Markensoziologie, Markenführungsinstrumente/Genetische Code der Marke --...

Bedeutung von Marken -- Grundlagen der Markentheorie und Markenmodelle -- Markenwirkung -- Konsumverhalten im digitalen Zeitalter -- Markenstrategien und Markenpositionierung -- Instrumente der Markenführung -- Markenevaluation -- Zukunftsperspektive.

The main purpose of this paper is to identify and investigate the factors that influence the building and managing of luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors: accommodation quality, quality of gastronomy offers, premium...