TY - THES AU - Ecoffey, Theresa T1 - Hierarchy and Positioning of Brands T4 - The Case of Ticino Tourism DA - 2010 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Romer, Daniel AB - Branding is becoming more and more important in tourism destinations. Ticino Tourism as a cantonal tourism organisation deals with their own brand and several regional, local and product brands that are strongly related to tourism. A concrete strategy for handling all existing brands in Ticino has not yet been established. This Bachelor thesis sets out to analyse the branding situation in Ticino for the first time. It gives an overview of the current literature about brands in general, brand image, brand positioning and hierarchy as well as branding strategies in tourism. To analyse the current positioning and hierarchy of the most important brands in Ticino, in-depth interviews with representatives of Ticino, Bellinzona, Lugano and Locarno-Ascona were conducted. To gain an overview on the perceived image of the analysed brands a customer survey was conducted. 80 tourists or potential tourists participated in the survey. In conclusion, a strategy how to deal with the existing brands is put forward in order to give Ticino Tourism ideas on which direction to take in terms of a future branding strategy. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -