A method for the assessment of relative brand strength: a UK tour operator example

This study provides a method of uncovering the brand strengths and weaknesses of major tour operators in the UK. It provides an approach that provides a weighted assessment of attributes which is a culmination of the weighting of all measures from a two stage research model. The study provides a method that can be applied elsewhere but specifically identified Airtours as having the lowest score for brand attributes and image, a result that may well be associated to their previous rejection of branding in favour of maintaining low prices to customers. From the core values identified, it became evident that most operators' worst score was for efficiency. Perhaps the most predictable of the findings was that the Virgin brand was most familiar to younger respondents. Age was a major variable in terms of the ranking of the attributes. Over 55s ranked accommodation, efficiency, reliability and reputation higher than any other age category. Such consistency indicates that the more senior age group has greater expectations of the services offered by the tour operators, or else require a better service in order to be satisfied. A gap in the market was identified for a brand to promote itself as part of the emotional holiday experience in addition to performing the basic operator functions. Such market positioning would also present opportunities for brand differentiation. In conclusion this study has implications for other brand assessment exercises and therefore offers a model of approach for other sectors.