1.

Answer:

DUBAI, UAE – Tourism has played a vital role in the growth of Dubai’s economy,. “Dubai
is one of the most enviable cities in the region in terms of leisure infrastructure. There
are world-class shopping malls, waterparks, beaches and hotels, all of which have
allowed the city to capture year-on-year tourism growth and make it one of the most
attractive destinations in the world.

4.7 million people chose to holiday in the emirate. Last year that number increased to
10 million and the Government’s goal is to attract more than 20 million by 2020.

According to statistics from the airport, in its first year it had 42,800 passengers. Last
year, 57.8 million people passed through the airport. This indicate that Dubai is the
ultimate place for the tourist to visit and experiences new era of life. Dubai tourist
department should plan a marketing strategy to attract new tourist in country. Tourism
Marketing is a complex, dynamic, creative and innovative process that seeks to market
new destinations, new tours, itineraries and attractions to tourist. Advertising is a highly
visible part of this process but marketing also includes other important activities.
Successful companies achieve their objectives by focusing on satisfying customers’
needs more effectively than their competitors.

The preliminary planning for marketing strategies begins by understanding the

1. Target Market
2. Understanding Customer motivations, expectations, needs and wants.
3. Customer‟s preferred mode of purchasing.
4. Optimal Marketing mix for the service offered.
5. Means of Retaining Customers.

Today‟s innovative methods of marketing incorporate internet as a promotional tool for

the model of integrated business strategy.
Advertising of the internet comprises essentially three different types of format:
Display Advertising
Online advertising has developed rapidly over
recent years. Online advertising are to print
advertisements banners on websites.

Email marketing
Email marketing is a form of direct marketing.
The organization builds up a database of email
addresses, which it then uses to send direct
marketing emails.

Viral Marketing
The concept of viral advertising is literally a
type of word of mouth that uses an online
platform. Viral marketing works on the assumption of peer-to-peer communication.

Affiliate Marketing
This type of online marketing is different in that it relies on links between a “host‟
website or online publisher. An affiliate can promotes similar values or content, or
complements the activities.

Online community
Online communities also provide a user generated web content through use of traveler
forums or special interest groups. This type of content is often very useful for customers
and advertisers.
.
Customer Relationship Marketing (CRM) is a core tool used for companies gather
demographic data and “psychographic” information from email list brokers, hotels,
airlines and other tour service providers. This information should be used to develop
marketing strategies.

Building Repeat Business and Referrals

Marketing is used to gain preference by travelers to generate repeat business.
Companies market awards and loyalty programs to allow travelers to get repeat
business.

Innovative Strategies used for marketing Dubai as a tourist Destination

With the help of an excellent marketing strategy Dubai has emerged as one of the most
attractive tourism destinations in the world. The rulers of Dubai have invested heavily in
world class infrastructural facilities, as well as undertaken extensive marketing strategy
which attract ,millions of tourist to visit.

CURRENT PENADEMIC SITUATION OF DUBAI – CORONVAVIRUS

Dubai officials said that the closure decision has been taken to ensure the safety and
health of employees and commuters. The authority considers this decision "an
appropriate preventive step" to check the rapid spread of coronavirus, he pointed out.

They added that the it has decided to tighten preventative measures as it has been
noticed that many people travel between cities during the non-sterilization period, which
impacts the 'stay home' regulation. The Govt. had earlier closed all airports, bus-stop
shelters across the emirates to prevent large gatherings of commuters in one place.

With more than 3.3M affected in around the world, the latest pandemic shows no signs
of slowing down in Dubai. The outbreak of the Covid-19 has resulted in people taking
extreme safety precautions, and life, as we know it has come to a complete standstill.

The authorities have taken drastic measures to prevent the spread, like urging people to
stay at home and implementing rules that demand a complete shutdown of offices,
schools, and workplace and tourist places. While these measures have helped to reduce
the spread, it has also resulted in an “economic emergency”

However, UAE had such excellent health care system and feel the timely help received at
a UAE Hospital played a great role in helping to recover from COVID-19.
This pandemic severely affect the 2020 expo of Dubai and authorities decided to
postpone this event for a year or more until the situation got better.

2. Answer:

Branding and Trademark

The process involved in creating a unique name and image for a product in the
consumers' mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that
attracts and retains loyal customers. Common examples include the Nike "swoosh," the
golden arches of McDonald's and the apple used by Apple Computers.

A trademark is a marketing device that visually sets a company or product apart from
similar items trying to gain market share. Trademarks are forms of intellectual
property that are unique to a company and or its products. Slogans, symbols, or
inventive catchphrases are common examples of trademarks

Trademarks/brands for Company

Trademarks/brands are an efficient commercial communication tool to capture
customer attention and make your business, products and services stand out.
Your brand could be the critical factor in driving a customer's purchase decision.
Trademarks allow businesses to effectively utilize the Internet and social media

Trademarks/brands for consumers

Consumers’ purchasing decisions are influenced by trademarks and the reputation such
brands represent. It is important for business people to have an understanding of why
trademarks are important assets and help grow their business. Here are the seven top
reasons of why trademarks are important to your business.

Apple brand loyalty is a great example of how branding strategy and high level

of customer satisfaction results in a sustainable competitive environment is a practical
example of branding.

Brand Equity:
Brand equity has been defined by researchers in different ways. Aaker defines brand
equity as 'a set of assets (and liabilities) linked to a brand's name and symbol that
adds to (or subtracts from) the value provided by a product or service to a firm and/or
that firm's customers'

Brand Trust:
Brand trust is defined as “the willingness of an average consumer to rely on the ability
of the brand to perform its stated function” (Chaudhuri & Holbrook, 2001. The chain of
effects from brand trust and brand affect to brand performance

Importance of brand equity:

Brand Equity is the value of a brand, or can be summarized as the perceived value by
consumers over other products. The equity of your brand is important because, if
your brand has positive brand equity, you can charge more for your products and
services than the generic products or other competitors.
Further, it is important for the brand not only to increase its market share but also to
increase its valuation in the market.