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

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cris.sourceIdoai:journals.unwe.bg:article/1217
dc.creatorKaleychev, Svetoslaven
dc.date2022-12-19
dc.date.accessioned2026-09-24T23:19:42Z
dc.date.available2026-09-24T23:19:42Z
dc.descriptionThe 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.en
dc.formatapplication/pdf
dc.identifierhttps://yb.unwe.bg/index.php/yb/article/view/1217
dc.identifier10.37075/YB.2022.2.13
dc.identifier.urihttps://ds.e-dnrs.org/handle/123456789/2005
dc.languageen
dc.publisherAcademic Publishing UNWE (AP-UNWE)en
dc.relationhttps://yb.unwe.bg/index.php/yb/article/view/1217/1208
dc.rightsCopyright (c) 2022 Svetoslav Kaleychev (Author)en
dc.rightshttps://creativecommons.org/licenses/by/4.0en
dc.sourceYearbook of UNWE; No. 2 (2022); 157-164en
dc.subjectBranden
dc.subjectTrademarken
dc.subjectTourism industryen
dc.subjectTourism companyen
dc.subjectL83 - Sports • Gambling • Restaurants • Recreation • Tourismen
dc.subjectM37 - Advertisingen
dc.titleHow to Change Customer Mind – The Difference Between Brand and Trademark in Tourism Industryen
dc.typePeer-reviewed Articleen

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