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Royal Caribbean Cruise Line (RCCL) - A Brand Portfolio Analysis

Name: Royal Caribbean Cruise Line (RCCL) - A Brand Portfolio Analysis
Price: 19.95 EUR
Availability: InStock
Author: BA Global Marketing Matteo Fabbi
ISBN: 978-3-656-05595-2

Seminar Paper, 2010

23 Pages, Grade: 70%

BA Global Marketing Matteo Fabbi (Author)

Excerpt

1. INTRODUCTION

2. THE CRUISE INDUSTRY
2.1. A GLOBAL ANALYSIS
2.2. THE UK MARKET

3. THE ROYAL CARIBBEAN BRAND PORTFOLIO ANALYSIS
3.1. MARKET FORCES AND DYNAMICS
3.1.1. CUSTOMERS ANALYSIS
3.1.2. COMPETITORS ANALYSIS
3.1.3. CORPORATION
3.2. BUSINESS STRATEGIES
3.3. BRAND EQUITIES AND IDENTITIES
3.3.1. ROYAL CARIBBEAN INTERNATIONAL
3.3.2. CELEBRITY CRUISES
3.3.3. AZAMARA CRUISES
3.3.4. PULLMANTUR
3.3.5. CDF
3.4. THE BRAND PORTFOLIO AUDIT
3.4.1. THE RCCL HIERARCHY MODEL
3.4.2. THE BRAND RELATIONSHIP SPECTRUM
3.4.3. BRAND POSITIONING

4. RECOMMENDATION

5. REFERENCES

6. APPENDIX

Excerpt out of 23 pages

Details

Title: Royal Caribbean Cruise Line (RCCL) - A Brand Portfolio Analysis
College: University of Westminster
Course: Branding Management
Grade: 70%
Author: BA Global Marketing Matteo Fabbi (Author)
Year: 2010
Pages: 23
Catalog Number: V180656
ISBN (eBook): 9783656055884
ISBN (Book): 9783656055952
File size: 1557 KB
Language: English
Keywords: Marketing research, Brand analysis, Brand portfolio analysis, Royal Caribbean International, Royal Caribbean Cruise Line, costa crociere, carnival

Quote paper: BA Global Marketing Matteo Fabbi (Author), 2010, Royal Caribbean Cruise Line (RCCL) - A Brand Portfolio Analysis, Munich, GRIN Verlag, https://www.grin.com/document/180656

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