Perception of Brand Positioning in the Eyes of Slovenian and Foreign Tourists
Keywords:
brand, brand positioning, knowledge management, knowledge, competitionAbstract
In these modern times of great changes and requirements, companies have to continuously adapt to consumer preferences if they want to remain competitive. With brand positioning companies want to change the consumers’ perspective and draw their attention by offering them everything they would ever wish for; hence, companies simply want to become the best in their field. In Slovenia, health tourism represents one of the most powerful economic activities. It also has a promising future perspective, so it is very important for the brand to distinguish the company from other competitors. The big problem is, however, the vast health tourism offer on the Slovenian market; therefore it is even more important how the company positions its brand. This paper presents the results of a quantitative research in which we analyzed the position of a brand in the eyes of Slovenian and foreign tourists.
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