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Importance of Building a Strong and Unique Brand Image in Resorts and Destinations


Building a strong brand image has become a top priority for many businesses. Customers’ perceptions of a brand are referred to as a brand image. A strong brand image builds a brand, whereas a confused one destroys it. Some marketers and business owners devote too much time and energy to improving their product or service while completely overlooking their brand image. However, the quality of a product or service is not always the primary factor in a customer’s decision to buy from a company. It is essential, but the brand image keeps customers returning and spreading the word to their friends and family. The situation is similar when it comes to resorts and destinations. A resort may provide the best customer service, but its brand image is entirely unconnected to its services. Consumers decide which brand names have more equity than others by purchasing things based on whatever criteria they consider necessary. A research priority is to learn how brand knowledge frameworks are formed and how they affect customer behavior. This paper investigates why resorts and tourist destinations should have a strong brand image.

Consumer Recognition

Consumer recognition is aided by having a solid resort or destination brand image. When a customer decides which resort to visit, they are aware of available options. Even if they do not know much about a business, in the end, they are more likely to choose a familiar brand over something unknown. The majority of resorts have their star grading system. However, it is worth noting that there is no cohesive system for determining hotel service quality. Throughout Europe, hotels are rated depending on their service, either by the authorities or private organizations (Martin-Fuentes et al., 2020). There are 1 to 5-star hotels worldwide, and the pricing of their services varies based on their star rating. A four-star resort, for instance, is much more expensive than a one-star hotel. Correspondingly, a four-star hotel is anticipated to have more amenities than a one-star resort. A four- to five-star resort may offer additional amenities and services, such as conference rooms.

Nora Beach Resort and Spa is an excellent example of a resort that has gained consumer recognition over its competitors. According to Nora Beach Resort and Spa (2007), it is a glamorous Thailand retreat located strategically on Koh Samui. It is Thailand’s third-largest island that offers its guests a respite from the stresses of everyday life. The resort is on a stunning hilltop overlooking an isolated bay just north of Chaweng Beach, world-famous. Rooms, recreation, bars, spa, and restaurants are among Nora Beach Resort and Spa’s extensive services. The brand’s image is vital because most visitors are vacationers, but professionals on business also visit the hotel. According to Thailand Tourism Statistics, 87 per cent of tourists visit Koh Samui Island, with the resort serving as the masterpiece of the appeal for visitors to the Koh Samui Islands. Males, females, and children, ranging in age from 13 to 55 years on average, make up these visitor groupings. They prefer Nora Beach because the resort is close to the island’s best sights. In conclusion, due to the resort’s strong brand image and positioning, customers recognize it more than other beach resorts.

Increased Sales and Revenues

A positive brand image communicates the product’s success and contributes to higher sales and revenues. Consumer education and habits can be influenced by brand image (Hoeffler & Keller, 2003, p. 434). If ones promotional strategies help their company get to this level and promote a strong brand image, they be able to control and change their customers’ purchasing habits. In addition, along with client satisfaction, brand image can be a powerful motivator of customer loyalty. Resorts can improve their brand image in a variety of ways. Resorts have gained a competitive advantage over their competitors’ thanks to a stunning design identification through logos. It is tough to construct a brand without the support of visuals. The visuals, such as the logo, should always represent the brand so that consumers can associate it with the resort’s services whenever they see it.

Based in Southern California, Bluestem Hotel is an example of a resort with an outstanding logo. It is a resort that focuses on providing an ideal stay for business travelers. This implies that their overall tone should get reflected in their logo (Kim & Kim, 20004, p. 119). Their logo is as sleek and professional as the services they provide. The comfort, convenience, and luxury they provide are also reflected in their logo. The resort’s logo distinguishes it from others specializing in providing accommodations for business travelers. If a professional travels for business and comes across the resort online, they are more likely to choose this because their logo says it all. Furthermore, their social media pages are organized to reflect their services. With such amenities, the resort is sure to attract many visitors. Customers are more likely to return if the services they provide match the description, and they are also more likely to refer to their friends and family image (Hoeffler & Keller, 2003, p. 433). When the number of visitors increases, so do the resort’s sales and revenues. The higher the sales, the more likely they are to expand their business, which will increase customer numbers and income.

Easy introduction of new products and services

Launching new products or testing them out is often cheaper and more straightforward than investing in them when an entity already has a strong brand image and loyal consumers. Customers loyal to a brand will be open to different products and may even wait for them to be released. Launching new products and services is a high-risk endeavor because the probability of failure is high due to various factors, including competition (Garcia, 2014). Brand extension, which is now used by 80% of companies to avoid new product rejection, is a better way to prevent recent product failure. Making an established brand enter a new line of products is difficult because customers find it hard to comprehend the change and the brand’s operating image, which has been validated through promoting products. The methodology of brand extension entails using an established brand’s name to enter a new product category. On the other hand, this procedure is deemed safe and beneficial because it lowers marketing research and other marketing expenses while vastly improving overall effectiveness by capitalizing on an already established inclination resulting from brand equity (Chen & Liu, 2004 p. 27). Customers’ perceptions of brand extensions may influence their affiliation with the parent brand.

Club Med is an excellent example of a resort constantly adding new services. According to Quester and Fleck (2010), the Club has dominated the all-inclusive sector since 1950 by introducing new destinations and interactions to travelers worldwide. The Club has successfully adapted its investments to appeal to upscale tourists and families throughout its 72-year history. The Club plans to open 17 new resorts and 13 extensions to existing resorts. Several factors should be considered before a company expands or introduces new products. The most crucial factor is whether or not the brand has an organic right to win. It raises the question of whether customers will be able to comprehend the new classification and believe the franchise is credible. When a company has a good brand image, it’s easier to introduce new products and expand because customers are always willing to try new things (Hoeffler & Keller, 2003, p. 435). Club Med is in the same boat. The Club has expanded successfully because they have developed a strong brand image that ensures that their customers will always be there to support them when they grow.

Enhanced credibility and ease of purchase

One’s credibility with clients, the marketplace, and the industry, is enhanced once one has a solid and well-known brand. A company’s credibility, identification, loyalty, and competitive nature are built over time. Everything is intertwined, and the company’s credibility is inextricably linked to the ease with which customers can make purchases (Hoeffler & Keller, 2003, p. 436). Consumers prefer to buy from businesses they like, are familiar with, and can trust. If one’s brand is reliable, they have a much better chance of making a sale. Having a strong brand image has a direct impact on consumer purchasing decisions. As a result, premium and top brands strive to establish a strong and positive brand image. An excellent example of a resort with a five-star rating due to its strong brand image is Tierra Patagonia in Chile. The resort has captured credibility from its consumers based on the kind of services.

Tierra, for example, strives to provide a peaceful environment as part of its ethos. While it has all the modern conveniences to make their guests feel at ease, the goal is to reassure them that they are far from human civilization and bound by nature. According to Ponzio and Piardi (2015), it is a place to unwind and relax away from the stresses of modern life and inspire. They accomplish this by ensuring that there are no televisions in the rooms, but a television room is set up for those who wish to watch. This resort would be the best escape for a customer who wants to relax and disconnect from the media in this case. Because they do not have televisions in their rooms, they have the assurance that the resort will keep them away from the press. Wi-Fi is also only readily accessible in the lobby, and it is not the most dependable. When you’re so far away from everything, this is to be anticipated, and it compels you to involve yourself in the encounter actively. Customers will be able to trust the resort as a result and may refer their family and friends to the resort. Furthermore, if they find themselves in a similar situation where they want to relax and avoid the media, they are likely to return to the resort. In other words, customers gain confidence from a good outlook because they believe the brand is genuine and concise in creating the best.

Customers staying for an extended period may also need to take a break from exploring and relax. Fortunately, this resort has put in place a variety of initiatives to ensure that their customers are satisfied with their services. The alternative, for example, has a swimming pool and a large and well-equipped spa with services such as a sauna and steam bath. Outside, there is a Jacuzzi as well as relaxation areas. Users have access to all of this simply by residing at the resort, but they will be billed if they want one of the treatment options. Customers trust the resort because of its authenticity. After a lot of exploration, customers are confident they will receive recreational services. This resort’s brand image elevates it above competitors who, for example, do not offer relaxation services to their customers. Moreover, despite its remote location in the desert, the hotel’s menu changes daily. Tierra Patagonia’s geographical position is an additional benefit because its chefs use only locally produced seafood and meats from community ranches. Similar to the lack of televisions and Wi-Fi in the lobby and provision of relaxation services, locally sourced food allows customers to disconnect from modern civilization.


Overall, a company’s brand image has the power to build or destroy its reputation. A strong brand image necessitates the presence of distinguishing features such as a logo, advanced display services, and effective promotional services. The services and products can also improve a brand’s appearance to its customers. Customer satisfaction, well-designed brand pages, and well-designed logos go a long way in strengthening a destination’s or resort’s brand image in the tourism industry. Businesses benefit from having a solid brand image because it provides a variety of advantages. In resorts, for example, a strong brand image improves customer recognition. Customer recognition goes a long way towards increasing sales. It occurs when customers continue to return and refer their friends and family. A strong brand image also allows resorts to grow and introduce new products. Even though introducing new products and services in this industry is quite risky, a strong brand image makes it effective because customers are always looking for ways to expand and try new things. As a result, creating a solid brand image for a destination or resort is critical to its success.

Reference List

Chen, K. F., & Lue, C. M. (2004). Positive Brand extension trial and choice of the parent brand. Journal of Product and Brand Management, 13(1), 25-36.

Garcia, R., 2014. Creating and marketing new products and services. CRC Press.

Kim, W.G. and Kim, H.B., 2004. Measuring customer-based restaurant brand equity. Cornell Hotel and restaurant administration Quarterly45(2), pp.115-131.

Martin-Fuentes, E., Mellinas, J.P. and Parra-Lopez, E., 2020. Online travel review rating scales and effects on hotel scoring and competitiveness. Tourism Review.

Nora Beach Resort and Spa. (2007). Nora Beach Resort and Spa. [Online]. Available from URL:, [accessed 21 September 2007].

Ponzio, A. and Piardi, S.E.M., 2015. Come As You Are–The Design Hotel Experience. In 5th Annual International Conference on Architecture (pp. 80-80). Gregory T. Panikos, The Athens Institute for Education and Research.

Quester, P.G. and Fleck, N., 2010. Club Med: coping with corporate brand evolution. Journal of Product & Brand Management.


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