Branding and the art of travel: What brands can learn from a bit of science

Abstract

Purpose

The purpose of this paper is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

What is the best brand in the world? Notice the question is not the biggest, so it is not necessarily Coca‐Cola, Ford or IBM. And it requires true global reach, so even the sleek machines Apple charges premium process for will struggle in some developing nations. And it is a single brand, so conglomerates that own a number of brands such as General Motors or Proctor & Gamble are themselves out of the running. Also, “best” requires some other component, a sense that a number of criteria are required to be met, and that the leading candidate will do so with flying colors. So, overall, it is a tough test.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2011), "Branding and the art of travel: What brands can learn from a bit of science", Strategic Direction, Vol. 27 No. 10, pp. 26-29. https://doi.org/10.1108/02580541111171247