Chief Editor
  • Prof. Christina Nikolova, PhD
Editorial Board
  • Prof. Christina Nikolova, PhD - UNWE
  • Prof. Elka Todorova, DSc. - UNWE
  • Prof. Maya Lambovska, DSc. - UNWE
  • Assoc. Prof. Todor Nedev, PhD - UNWE
  • Assoc. Prof. Dorina Kabakchieva, PhD - UNWE
  • Assoc. Prof. Paskal Zhelev, PhD - UNWE
Scientific Secretary
  • Assoc. Prof. Aleksandar Valkov, PhD - UNWE
Coordinator
  • Assist. Prof. Veselina Lyubomirova, PhD - UNWE
International Editorial Board
  • Damian Stantchev, PhD
    Edinburgh NAPIER University, UK

  • Ivaylo Vassilev, PhD
    University of Southampton,UK

  • Prof. Irina Kuzmina-Merlino, PhD
    Transport and Telecommunication Institute, Riga

  • Milan Zdravkovic
    University of Niš, Serbia

  • Prof. Niculae Mihaita, PhD
    Bucharest Academy of Economic Studies, Romania

  • Prof. Ricardo Jardim-Gonçalves, PhD
    UNINOVA institute, New University of Lisbon, Portugal

  • Prof. Ing. Jaroslav Belás, PhD
    Tomas Bata University in Zlín, Czech Republic

  • Prof. John Rijsman, PhD
    Tilburg University

  • Prof. Ing. Zdenek Dvorák, PhD
    University of Zilina, Slovak Republic

  • Prof. Zoran Cekerevac, PhD
    “Union – Nikola Tesla” University in Belgrade, Serbia

How to Change Customer Mind – The Difference Between Brand and Trademark in Tourism Industry
YEARBOOK OF UNWE
year 2022
Issue 2

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

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.

JEL: M37, L83

Keywords

brand, trademark, tourism industry, tourism company
Download YB.2022.2.13.pdf
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ISSN (print): 1312-5486
ISSN (online): 2534-8949