Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept: The Aqua Theatre Café

The process of developing a new brand


Seminar Paper, 2010

30 Pages, Grade: 70%


Excerpt


TABLE OF CONTENTS

1. INTRODUCTION
1.1. WHAT IS OFFERING
1.2. THE CHALLENGE
1.3. THE SOLUTION

2. DEVELOPING THE BRAND
2.1. FROM MASS MEDIA TO EXPERIENTIAL MARKETING
2.2. THE BRAND IDENTITY
2.3. THE BRAND MEANING AND THE RESPONSE
2.4. THE BRAND RELATIONSHIP
2.5. THE BRAND MANTRA
2.6. THE BRAND PERSONALITY

3. POSITIONING THE BRAND

4. THE TARGET AUDIENCE

5. THE MARKET PLACE
5.1. THE LEISURE INDUSTRY
5.2. THE PERFORMING ARTS MARKET PLACE.
5.3. THE RESTAURAN T MARKET PLACE

6. THE NEW BRAND AND THE PORTFOLIO

7. HOW IS THE ORGANIZATION GOING TO MAKE THE BRAND REAL?

8. CONCLUSION

9. REFERENCES

10. APPENDIX

Excerpt out of 30 pages

Details

Title
Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept: The Aqua Theatre Café
Subtitle
The process of developing a new brand
College
University of Westminster  (Westminster Business School )
Course
Branding Management
Grade
70%
Author
Year
2010
Pages
30
Catalog Number
V180650
ISBN (eBook)
9783656055891
ISBN (Book)
9783656055969
File size
2644 KB
Language
English
Keywords
Branding, Cruise market, Royal Caribbean International, Royal Caribbean, Branding process, Marketing the cruise industry, Brand development, Creative ideas, Brand Plan
Quote paper
BA Global Marketing Matteo Fabbi (Author), 2010, Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept: The Aqua Theatre Café, Munich, GRIN Verlag, https://www.grin.com/document/180650

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