Analysis of brand management development paradigms

About the authors:

Zhanat M. Shayekina, Dr. Sci (Econ.), Professor of Marketing Department, Y. A. Buketov Karaganda State University
Aizhan T. Tleuberdinova, Dr. Sci (Econ.), Professor of Marketing Department, Y. A. Buketov Karaganda State University
Dana M. Ussenova, Master of Sci. (Econ.), Assistant Professor of Marketing Department, Y. A. Buketov Karaganda State University
Dinara M. Salauatova, Master of Sci. (Econ.), Assistant Professor of Marketing Department, Y. A. Buketov Karaganda State University

Abstract:

The present tourism market is defined by significant level of competition, big variety of types of tourist services and, even considering that, the products on this market are very alike. It is quite difficult to find a space for a specific product and widen the niche for a specific company; it is particularly true for new players in the market, like, for example, Kazakhstan. The tourism industry should be able to offer something unique that can arouse the interest of foreign and domestic tourists equally and to shape its own brand. That is the reason why the branding issue is so topical for Kazakhstan tourism industry, and in order to tackle this issue it is important to understand the conceptual basis of brand management. This article shows the authors’ analysis of development of different brand management approaches in order to help with choosing the right strategy for marketing moves.

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