||As our gross national income increases, recreation and travelling have become more important than ever. Travel agencies have also started to focus on enterprise management and brand oriented methods. Until today, there are two public traded travel agencies, two OTC ones, two at emerging stock markets and a few others on their way. It’s clear that the importance of brand equity is getting higher and higher. Looking at the brand strategy of travel agencies from a marketing perspective, it is becoming more difficult to put all factors, including product segments, targeted customers, and market positioning, into consideration simultaneously. In order to expand customer sources and increase market share, developing multi-brand strategies is a possible approach for travel agencies. Multi-brand may occur under the circumstances of mergers and acquisitions, or may also be a division from the parent brand. Different levels of dependence on the parent brand could also lead to different results, further analysis according to this topic will be provided in the later chapters.|
This research is devoted for understanding the ongoing multi-brand methods in the industry and also their effects. Furthermore, we analyze the possible results due to different dependence level on the parent brand. Feasible solutions when facing problems are also provided in the research.
In order to effectively open up new customer sources and lead the travelling industry to more diverse developments, it is important to understand the different demands among various customer groups and elaborate a precision marketing plan accordingly. This research aims to provide a closer view on these topics related to the multi-brand method and hopes to make the most of these strategies.