The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of different disciplines and the so-called decompositional approach.
The study is based on the thorough secondary research based on content analysis of the studied literature dealing with the methodological approach to brand management and branding, especially the comparison of brand management categorization and development of approaches from the customer centrality and strategic priority to the adaptive and relational paradigms.
The major outcome of this research is the confirmation of the fact that changes of paradigmatic approaches to research are rooted in economic and social changes. The predominance of relational, community, cultural approaches stem from the growth of customers' value and a new role of customers in the economic and social sphere.
The topic of branding in management in tourism destinations is still emerging, especially understanding of transition of paradigms and approaches to the research of branding in tourism.
Important is the explanation of differences between the approaches to branding and especially the fact that some of the approaches (relational, community and cultural approach) are based on systems-thinking and contribute to the competitive advantage creation.
The paper aims to highlight the fact how global social and economic forces and changing cycles (Kondratiev) have influenced the empirical research and the implementation of ideas on economic interventions and social problems topics. This fact embraced major themes in a society and has influenced research on innovation and branding. It might be compelling to discuss the changes in paradigms and explain why social responsibility and other core themes resonate and influence the managerial practices in tourism and the paradigms in research of tourism dealing with brand management.
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