Column: Positioning strengthens a travel brand's marketing power

03/27/2013 | Travel Research Online

Travel agents need to produce a well-designed value proposition that underlines their agency's brand image and positions their company accurately in the market, Richard Earls writes. Most importantly, the value proposition must go beyond the factor of price. "Put simply -- why would someone purchase your services, especially when Travelocity has the same travel products for less?" Earls writes.

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