Year of Graduation
Corporate Brand Management in Tour Operators Industry: the Case of KMP Group
Faculty of Management
Topicality: Companies coordinating mass tourism are constantly fighting for stable profits so that shareholders are satisfied. Intense competition in the industry, low margin and sensitivity to adverse political and economic changes complicate the functioning of most tour operators. That’s why it is necessary to pay close attention to branding.Purpose of the research: The purpose of the dissertation research is to assess the health of the brand KMP Group and develop recommendations for the management of the corporate brand KMP Group.Objectives:1. Defining the role of the corporate brand for contemporary organizations2. Description of corporate brand management3. Review of existing methods for assessing brand health4. Analysis of activities of tour operators to manage the corporate brand5. Identification of specificity of tour operators industry and tasks of corporate band management in this industry6. Defining criteria of "healthy" tour operators brand7. Architectural description of the KMP Group brand8. Description of corporate brand management system and tasks of the KMP Group9. Analysis of tactical corporate brand management actions of the KMP Group10. Assessing of the KMP Group brand health11. Working out of recommendations for corporate brand management of the KMP GroupMethodological basis of research has the following components: theoretical and methodological framework; contextual analysis method; classical epistemological nonspecific methodological framework; desk research; field research (expert interviews, questionnaires).Structure. Work consists of an introduction, four chapters, the first three of which include three sections, the latter - 5 paragraphs, conclusion, bibliography and appendices. Workload is 114 pages contain 19 tables (including copyright for 6) and 11 copyright figures, including. References include 95 titles, 83 of them are in foreign languages.Results of the research:Analysis of the tourism market has identified the tour operators sector specificity, its quantitative and qualitative indicators and key players.Interviews with experts have determined the content of organizational and administrative tasks for corporate brand management in this industry and identified brand health indicators of touroperators.The brand health assessment methodology has been worked out for tour operators based on the expert interviews, which was approved on the KMP Group brand.Finally, according to evaluation results general guidelines for managing corporate brand management of the KMP Group have been worked out, which include internal activities, including development and implementation of corporate culture, and external events on the information concept and costs estimation.