Building a Strong Brand for an Online Travel Agency Company in Egypt

Mostafa Ahmed Mostafa Selim

Diplomová práce

Abstract:

This study aims to explore the process of building a strong brand for an online travel agency company in Egypt, focusing on the case of almatar company. Building a strong brand is imperative for companies, as it yields various financial benefits such as enhanced customer loyalty, resilience to competitive actions, and opportunities for premium pricing and brand extensions. The study investigates the branding strategies of almatar and analyzes Egyptian travelers' consumer behavior towards online travel agency brands. Furthermore, a project aimed at improving almatar's branding strategies is developed, considering cost, time, and risk factors. By evaluating almatar's current branding strategies and conducting a thorough analysis of Egyptian travelers' preferences and perceptions, this study aims to provide actionable recommendations for strengthening almatar's brand identity and market positioning.

Abstract:

This study aims to explore the process of building a strong brand for an online travel agency company in Egypt, focusing on the case of almatar company. Building a strong brand is imperative for companies, as it yields various financial benefits such as enhanced customer loyalty, resilience to competitive actions, and opportunities for premium pricing and brand extensions. The study investigates the branding strategies of almatar and analyzes Egyptian travelers' consumer behavior towards online travel agency brands. Furthermore, a project aimed at improving almatar's branding strategies is developed, considering cost, time, and risk factors. By evaluating almatar's current branding strategies and conducting a thorough analysis of Egyptian travelers' preferences and perceptions, this study aims to provide actionable recommendations for strengthening almatar's brand identity and market positioning.

Keywords

Branding, Brand Equity, Strong Brand, Online Travel Agency (OTA), almatar, Egypt, Positioning, Brand Identity, Personal Branding, Internal Branding, Customer-Based Brand Equity

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 19. 4. 2024

Obhajoba závěrečné práce

• Vedoucí: doc. Ing. Miloslava Chovancová, CSc.

Univerzita Tomáše Bati ve Zlíně

Fakulta managementu a ekonomiky

Magisterský studijní program / obor:
Management and Marketing / Management and Marketing