Reading again the lecture notes of International Branding I think it is important to classify Lonely Planet under one of the three types of brands, so:
1-SEARCH BRANDS, brands with a high-level of substitution, impulse buying, physical sensations.
2- EXPERIENCE BRANDS, brands that depend on a physical experience. For example, restaurants, tourist destinations. (mainly services).
3- CREDENCE BRANDS, brands that require a high-level of trust. For example, high-tech, hospitals, bancs.
In the case of Lonely Planet I would say that is an EXPERIENCE BRAND, because the clients experience the recommendations of the travel guide and base they perception of the brand on their affinity with this recommendations and experiences.
Subscribe to:
Post Comments (Atom)
Well done, it looks like a very active discussion you are having. Why has the travel industry gone so strongly into user generated content? Keep up the good work. Mark
ReplyDelete