Abstract:
Marketing is a very vast field and deals with almost each and every aspect of our lives and is present all around without us even realizing it at times. Over the years Marketing has evolved and the branding concepts that were previously applied to products and services have now been extended to countries, cities and tourist resorts (Moilanen and Rainisto, 2009, Warnaby and Medway, 2013), and it is the multifaceted nature of brands which intersects with the economic world as the presence of goods and services in the market; cultural world as entities providing identity and meanings’; social world as these products are produced and consumed collectively; and political world as financial assets and regulated intellectual property
