This study aims to explore the process of building a strong brand for an online travel agency
company in Egypt, focusing on the case of almatar company. Building a strong brand is
imperative for companies, as it yields various financial benefits such as enhanced customer
loyalty, resilience to competitive actions, and opportunities for premium pricing and brand
extensions. The study investigates the branding strategies of almatar and analyzes Egyptian
travelers' consumer behavior towards online travel agency brands. Furthermore, a project
aimed at improving almatar's branding strategies is developed, considering cost, time, and
risk factors. By evaluating almatar's current branding strategies and conducting a thorough
analysis of Egyptian travelers' preferences and perceptions, this study aims to provide
actionable recommendations for strengthening almatar's brand identity and market
positioning.
Annotation in English
This study aims to explore the process of building a strong brand for an online travel agency
company in Egypt, focusing on the case of almatar company. Building a strong brand is
imperative for companies, as it yields various financial benefits such as enhanced customer
loyalty, resilience to competitive actions, and opportunities for premium pricing and brand
extensions. The study investigates the branding strategies of almatar and analyzes Egyptian
travelers' consumer behavior towards online travel agency brands. Furthermore, a project
aimed at improving almatar's branding strategies is developed, considering cost, time, and
risk factors. By evaluating almatar's current branding strategies and conducting a thorough
analysis of Egyptian travelers' preferences and perceptions, this study aims to provide
actionable recommendations for strengthening almatar's brand identity and market
positioning.
This study aims to explore the process of building a strong brand for an online travel agency
company in Egypt, focusing on the case of almatar company. Building a strong brand is
imperative for companies, as it yields various financial benefits such as enhanced customer
loyalty, resilience to competitive actions, and opportunities for premium pricing and brand
extensions. The study investigates the branding strategies of almatar and analyzes Egyptian
travelers' consumer behavior towards online travel agency brands. Furthermore, a project
aimed at improving almatar's branding strategies is developed, considering cost, time, and
risk factors. By evaluating almatar's current branding strategies and conducting a thorough
analysis of Egyptian travelers' preferences and perceptions, this study aims to provide
actionable recommendations for strengthening almatar's brand identity and market
positioning.
Annotation in English
This study aims to explore the process of building a strong brand for an online travel agency
company in Egypt, focusing on the case of almatar company. Building a strong brand is
imperative for companies, as it yields various financial benefits such as enhanced customer
loyalty, resilience to competitive actions, and opportunities for premium pricing and brand
extensions. The study investigates the branding strategies of almatar and analyzes Egyptian
travelers' consumer behavior towards online travel agency brands. Furthermore, a project
aimed at improving almatar's branding strategies is developed, considering cost, time, and
risk factors. By evaluating almatar's current branding strategies and conducting a thorough
analysis of Egyptian travelers' preferences and perceptions, this study aims to provide
actionable recommendations for strengthening almatar's brand identity and market
positioning.
Define the objectives and the application used in the master´s thesis.
I.Theoretical part
Prepare a literature review about building a strong brand for a company.
II. Practical part
Describe of almatar company.
Analyze of almatar company's branding strategies and Egyptian travelers’ consumer behavior toward Online Travel Agency brands.
Develop a project to improve almatar's branding strategies.
Elaborate on the cost, time and risk factors of the project.
Conclusion
Research Plan
Introduction
Define the objectives and the application used in the master´s thesis.
I.Theoretical part
Prepare a literature review about building a strong brand for a company.
II. Practical part
Describe of almatar company.
Analyze of almatar company's branding strategies and Egyptian travelers’ consumer behavior toward Online Travel Agency brands.
Develop a project to improve almatar's branding strategies.
Elaborate on the cost, time and risk factors of the project.
Conclusion
Recommended resources
AAKER, David. Aaker On Branding. NY: Morgan James publishing, 2014. ISBN 978-1614488323
BUHALIS, Dimitrios and COSTA, Carlos. Tourism Business Frontiers.London: Routledge, 2005. ISBN 978-0750663779
DUFFY, Neill and HOOPER, Jo. Passion Branding. NJ: Wiley. 2003. ISBN 978-0470850527
FLOOR, Ko. Branding a Store: How to Build Successfull Retail Brands in Changing Marketplace. Amsterdam: BIS publishers, 2010. ISBN 978-9063691226.
MIDDLETON, Victor T.C. and. CLARKE, Jackie. Marketing in Travel and Tourism. Online. 3rd edition. USA: ButterworthHeinemann, 2002. ISBN 978-9063691226
Recommended resources
AAKER, David. Aaker On Branding. NY: Morgan James publishing, 2014. ISBN 978-1614488323
BUHALIS, Dimitrios and COSTA, Carlos. Tourism Business Frontiers.London: Routledge, 2005. ISBN 978-0750663779
DUFFY, Neill and HOOPER, Jo. Passion Branding. NJ: Wiley. 2003. ISBN 978-0470850527
FLOOR, Ko. Branding a Store: How to Build Successfull Retail Brands in Changing Marketplace. Amsterdam: BIS publishers, 2010. ISBN 978-9063691226.
MIDDLETON, Victor T.C. and. CLARKE, Jackie. Marketing in Travel and Tourism. Online. 3rd edition. USA: ButterworthHeinemann, 2002. ISBN 978-9063691226
Enclosed appendices
-
Appendices bound in thesis
tables
Taken from the library
No
Full text of the thesis
Appendices
Reviewer's report
Supervisor's report
Defence procedure record
Defence
Master’s Thesis Supervisor: Chovancová Miloslava, doc. Ing. CSc., grade: C
Thesis opponent: Kwarteng Michael Adu, doc. Ing. Ph.D., grade: C
Questions for the defence:
Master Thesis Supervisor’s questions:
1. Did you have the opportunity to discuss your recommendations with the company's managers? What was their reaction? (partially answered)
Master Thesis opponent 's questions:
1. Could you give the committee a brief summary of your project in a few sentences? (partially answered)
2. If you had the chance to redo this project, what changes or additions would you make? (partially answered)
3. What is your motivation to do this work for Almatar company? (partially answered)
Other questions:
doc. Ing. Lucie Kaňovská, Ph.D. - Could you describe your analysis of competitors? What were the main differences between this competitors? What about the sources, you mentioned some costs..? (partially answered)