Leading travel firmly TUI , in countries such as Italy and Australia, offers a wide range of services to travellers including lodging, flights and customised vacation packages. TUI's revenue share in both countries is round, despite its established presence (TUI Line, 2023). TUI plans to boost the equity of its brand throughout the following two years, starting January of 2024. The company stands out by its unwavering commitment to providing unique trips customised to the interests of those who use it.
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Brand equity position
Knowledge as well as perceived excellence is the building blocks of TUI's visible reputation in Italian and Australia. To boost customer connection, develop loyalty to the company and elicit favourable brand reactions from people in both countries, nevertheless, is essential (Mentari, et. al, 2020). For the company to keep up customer loyalty and lobbying, TUI recognises how crucial it is to align its image with its principles of environmentally friendly travel and personalised experience.
Reasons for building brand equity
Customers in Italy and Australia put considerable importance on businesses that offer real, relevant cultural experiences and give environmentally friendly options for travelling their highest priority (Castro and Chambers, 2019). TUI is capable of handling evolving expectations from customers through improving its reputation as a company. This will ensure that the goods and services it offers are not just appreciated but also highly regarded, which will result in client devotion and positive brand relationships.
Brand imagery: Create advertising campaigns that are cognizant of distinctions in culture and that appeal to the immigration, history and tastes of the Australian & Italian populations. By thorough investigation of the unique cultural characteristics in each country, TUI is able to establish a powerful connection of emotion with its target audience. Develop interactive vacation memories that showcase every country's unique splendour of nature and rich history. Visitors will find TUI interesting if it emphasises these distinctive attributes and builds a solid, favourable reputation.
Brand loyalty: Create reward programmes that offer additional benefits including preferential services, travel guidance that meets needs and rebates. These programmes will encourage customer loyalty, reward businesses that return, and give travellers a sense of belongingness. Engage in community by giving assistance to social and environmental causes. TUI has an opportunity to build a good impression on society, and goodwill and improve client retention by pushing for environmentally friendly tourism practices.
Current brand equity position of the brand
A structured structure for recognising and evaluating TUI's present brand value standing in Italy and Australia can be obtained by Keller's Branding Resonance Theory. There are a total of six levels in this idea, which range from mere awareness to an intense sense of connection with the company's image. Examining TUI's reputation in both countries utilising this paradigm offers valuable insights about the company's current state.
Low level awareness: TUI boasts an established foundation of consumer awareness in Australia and Italy. The company's is popular among travellers, who usually connect it with an array of travel-related goods and services like accommodation, travel & bundles. According to its continuous advertising campaign, TUI is now widely recognised and has an apparent presence in the marketplace.
Associative strengths: As move up the ladder, TUI shows association strength by connecting the company with excellent travel experiences. Clients regard TUI as a dependable provider of transportation services, known for its broad spectrum of choices and qualified assistance. Still, the company's links are largely functional and lack significant psychological resonance.
Performance and imagery: TUI's achievement in terms of reliability and excellent customer service has served to establish favourable impressions of the brand in both countries. Travellers have a favourable perception of TUI due to their thinking that the business will fulfil its obligations to them. However, the visual content mainly concentrates on the advantageous aspects of travel, without the distinctive psychological impact that separates TUI from competitors.
Judgement and feeling: While customers' opinions of TUI are favourable because of their relationships with the company's , the business needs to generate deeper feelings. Emotions frequently have a role in travelling choices, so TUI wants to focus on building strong emotional bonds with those it serves. The brand possesses a significant emotional connection at this time, which suggests plenty of room for development.
Brand resonance: TUI's brand's resonance, which is defined by an intense feeling of dedication and loyalty, remains in its early stages. While there are some loyal customers, there's always space for growth. TUI has to prioritise creating an impression of belonging and common goals among its customers so as to create a sense of brand resonance. This may be achieved through providing consumers personalised experience and implementing programmes that create an intimate psychological connection between the organisation and its clients.
Active brand advocacy: Active advocacy for a brand, wherein buyers become enthusiastic ambassadors for a brand, is at the highest level of the pyramids. There is not a great deal of advocacy for brands from TUI at present. To continue to further enhance this component, the business needs to put forth a commitment to create outstanding, lasting memories that motivate customers to inform others about their positive encounters, thereby turning customers into advocates for the brand.
Brand marketing programme
Emotional branding:
Establishing a brand identity is an intricate endeavour that demands both meticulous strategy and the implementation of efficient marketing strategies (Keller and Brexendorf, 2019). When it comes to TUI, concentrating on the two to three primary techniques outlined in the subject matter may significantly boost the reputation of a company in Australia and Italy. To examine suitable strategies as well as how to use them to enhance TUI's corporate advertising effort.
Tailored experiential marketing: TUI has the ability to create unique, profoundly touching travel experiences which embody the soul of Australian and Italian culture. For instance, TUI might offer private tours of historic attractions and wines in Italy, emphasising the nation's culinary delights and rich cultural past. In Australia, the primary focus may lie on environmentally friendly tours that showcase the country's magnificent surroundings. These meetings produce lasting recollections and enhance travellers' feelings for one another.
Storytelling and content marketing: TUI could employ storytelling to emphasise the profound adventures of those it serves while providing inspirational travel tales. Potential travellers may be inspired and motivated by TUI's engaging substance, including blogs, motion pictures and Twitter and Facebook changes. Testimonials and genuine experiences can help the company appear more applicable and emotionally appealing by humanising it.
Cultural branding:
The procedure of cultural marketing involves combining the intended viewer's cultural beliefs, traditions, and habits with the company's identity (Parisini, 2022). For TUI, establishing an authoritative cultural identity for the company requires knowledge of the unique cultural differences of Australia and Italy. Here are a couple of instances of how cultural marketing can be utilised effectively:
Culturally sensitive marketing campaigns: TUI needs to develop promotional efforts that appeal to the cultural norms and preferences of Australians and Italians. This involves using citations, representations & language particulars that the local market knows and finds important. Establishing a sense of cross-cultural conjunction via commercials that emphasise universal values like family, neighbourhood, and hospitality may boost the image of a company.
Collaborations and partnerships: Authentic cultural perspectives and recommendations can be gained by TUI via collaborations with regional creators, chefs or traits. The feeling of social engagement can be created by collaborative incidents, seminars, or gastronomic experiences that promote local knowledge. By proactive participation in regional culture occasions and celebrations, TUI might successfully integrate into the Italian & Australian cultural environments, thus strengthening its social identity.
Social responsibility and sustainability initiatives:
These days, companies that show commitment to sustainability and ethical conduct are given importance by customers. TUI offers an opportunity to greatly improve the reputation of its brand by adopting environmentally conscious practices and making significant contributions to the community (Ye, et.al, 2020). The marketing programme of TUI may incorporate social responsibility as well as sustainability attempts in a number of ways:
Promotion of responsible tourism: TUI could educate tourists regarding sustainable tourism practices, emphasising the importance of respect for culture and preservation of the environment. By providing ecologically sound travel choices, supporting wildlife preservation campaigns, and campaigning for responsible travel events, TUI may position itself as a socially aware company in both countries.
Community engagement and philanthropy: With its sponsorship of non-profit organisations and neighbourhood revitalization campaigns, TUI can take an active role in the communities it serves in Australia and Italy. That can involve completing initiatives such as offering funds for surrounding hospitals, and schools, and preservation of the environment initiatives (COMMUNITY ENGAGEMENT AND PHILANTHROPY, 2023). By making an apparent attempt to enhance the areas where it works, TUI may gain the faith and loyalty of the people who live there, which will boost the financial standing and image of the company.
References
Books and Journals
Castro, M. and Chambers IV, E., 2019. Willingness to eat an insect based product and impact on brand equity: A global perspective.Journal of Sensory Studies,34(2), p.e12486.
Mentari, J., Ghandy, A., Manalu, D.S.T. and Hardini, S.Y., 2020. Brand Equity and Purchase Decisions on French Fries Product in Indonesia.Jurnal Organisasi dan Manajemen,16(2), pp.146-157.
Parisini, A., 2022. The rise of social media and AI marketing: an added value for small businesses and start-ups?.
Ye, N., Kueh, T.B., Hou, L., Liu, Y. and Yu, H., 2020. A bibliometric analysis of corporate social responsibility in sustainable development.Journal of Cleaner Production,272, p.122679.
Online
Community engagement and philanthropy. 2023. Online. Available through <https://www.dovercorporation.com/sustainability/social/community-engagement-and-philanthropy>
TUI Line. 2023. Online. Available through <https://www.greatrail.com/trains/TUI-line/>
