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
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- 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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