DEVELOPING A BRAND ASSET MANAGEMENT STRATEGY IN
                   TOURISTIC DOMAIN


                Lecturer PhD Student Cristina Jinga, jinga_c@yahoo.com
                   “1 December 1918” University, Alba Iulia Romania


        Abstract: With the groundwork laid in the first two phases, the next phase determines
the right brand-based strategies to deliver on the brand vision’s goals and objectives as well
as the Brand Picture’s market perceptions and perspectives. This phase draws on many
traditional marketing tools such as positioning, pricing and channel strategies, but with a
more strategic brand-oriented focus.

       Key words: brand, brand asset,brand management strategy,
       JEL code: M31